“Family name” or “Given name”? The in?uence of collectivism and individualism on brand extension naming strategy

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Chinese Journal of Journalism & Communication ›› 2020, Vol. 42 ›› Issue (3) : 155-176.

“Family name” or “Given name”? The in?uence of collectivism and individualism on brand extension naming strategy

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{{article.zuoZheEn_L}}. {{article.title_en}}. {{journal.qiKanMingCheng_EN}}. 2020, 42(3): 155-176

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