Brexit and Brand Origin: National Branding in Times of Crisis

Ding, Q. S. (Speaker), Xiaoning Liang (Speaker)

Activity: Talk or presentation typesOral presentation

Description

Since the momentous UK decision to leave the European Union in 2016, this unfolding crisis has dominated international news headlines for almost 3 years. This exploratory study seeks to investigate whether and how Brexit impacts on UK's national image among Chinese consumers.
Period22 Jul 2019
Event title2019 China Marketing International Conference: Globalization 2.0: China and the World Market
Event typeConference
LocationGuangzhou, China
Degree of RecognitionInternational