The country of brand communication in the retail setting: An analysis of Italian products in China

•We analyse the role of country of brand communication in emerging markets' retailing.•We develop a framework to analyse static and dynamic elements of COB use in store.•We analyse a sample of twenty stores selling Italian fashion brands in China.•We adopt an inductive approach based on mixed m...

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Veröffentlicht in:	Australasian marketing journal 2015-11, Vol.23 (4), p.325-332
Hauptverfasser:	Hu, Lala, Checchinato, Francesca
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand image China Communication Country of brand Country of origin Electronic commerce Emerging markets Market strategy Retail Retail stores Store Studies
Online-Zugang:	Volltext
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