Branding Cultural Products in International Markets: A Study of Hollywood Movies in China

  • Weihe Gao (Contributor)
  • Li Ji (Creator)
  • Yong Liu (Creator)
  • Qi Sun (Creator)



Cultural products are a major component of the world economy and are responsible for a growing share of U.S. exports. The authors examine brand name strategies when cultural products are marketed in foreign countries. Incorporating the unique characteri...
Date made available2020
PublisherSAGE Journals

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