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- W2352378635 abstract "The national sentiment-based marketing strategy is an effective marketing tool,but not well-developed in the Chinese context.To successfully implement national sentiment-based marketing strategy,local firms need to(i) work with governments through public relations to foster ethnocentrism in the whole society,(ii) make appeal in the advertising campaign,through emotion rather than empty patriotic slogans,and(iii) endow the brands in their image designing with the connotation and the promotion slogans that correspond to the universal values of human beings." @default.
- W2352378635 created "2016-06-24" @default.
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- W2352378635 date "2010-01-01" @default.
- W2352378635 modified "2023-09-24" @default.
- W2352378635 title "The National Sentiment-Based Marketing Strategy: Its Use in Chinese Firms" @default.
- W2352378635 hasPublicationYear "2010" @default.
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