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The Strategic Management of Brand Equity in Emerging Markets


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Wong, TL, Wickham, M and Hecker, R 2013 , 'The Strategic Management of Brand Equity in Emerging Markets', paper presented at the ANZAM, December 2013, Hobart, Tasmania.

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Research has consistently demonstrated a significant relationship between Brand Equity and desirable
organisational outcomes. More recently, there has been a call for researchers to develop a framework
for identifying the specific organisational resources and capabilities required to strategically manage
Brand Equity internationally – especially in China. This paper presents an analysis of Marriott’s entry
into the Chinese market for high quality hotel accommodation with a particular interest in the
resources and capabilities that the company developed to effectively manage their Brand Equity in that
Key Words
Brand Equity, Strategic Marketing, Chinese Market Entry

Item Type: Conference or Workshop Item (Paper)
Authors/Creators:Wong, TL and Wickham, M and Hecker, R
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Copyright 2013 ANZAM

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