The development of the Chinese MNC is a new feature of globalization, one that will undoubtedly change the world. Why do Chinese firms internationalize, how do they do so, and what will be the impact of their internationalization on developed markets are the foci of this book.

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

Consumer Brand Relationships further advances the understanding of consumers' relationships with brands. The book discusses what brand relationship means and how to measure and manage brand relationships by compiling eleven chapters written by leading experts to provide an important contribution to a better understanding of brand relationships.

The development of the Chinese MNC is a new feature of globalization, one that will undoubtedly change the world. Why Chinese firms internationalize, how they do so, and what the impact of their internationalization on developed markets will be are the foci of this book.