Brand Identity: Brand Naming Process and Brand Linguistics in an International Context
Abstract
Citation
Schmitt, Bernd, and Shu Zhang. "Brand Identity: Brand Naming Process and Brand Linguistics in an International Context." In Next Practices in Marketing: Brand Management. Ed. R. Srivastava & G. M. Thomas. Newbury Park: SAGE (forthcoming).
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.