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【With the same author name:【Zhu Huihuang】 Found 2 articles】 /Page Order by: Asce Desc

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| F270

Brand Architecture Strategy: Research Review and Prospects

Jiang Lianxiong, Zhu Huihuang, He Yun, et al

The brand research on product level is the main position of the origin and development of brand theory. In recent years, more and more attention has been paid to the issue of corporate bra...

First published at: Oct 20, 2020

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doi:10.16538/j.cnki.fem.20200720.301

Foreign Economics & Management, Vol. 42, Issue 10, pp. 49 - 61

| F270

How Do Firm Innovative Activities Transform into Brand Effect: Dominant Categorization Cognition Mechanism

Jiang Lianxiong, Zhan Nan, Zhu Huihuang, et al

Brand effect is one of the crucial sources of innovation performance. Prior research, however, has paid little attention to how innovative activities from companies can be transformed into...

First published at: Mar 01, 2017

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doi:10.16538/j.cnki.fem.2017.03.005

Foreign Economics & Management, Vol. 39, Issue 03, pp. 61 - 78

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