Discordant retail brand ideology in the House of Barbie

Mary Ann McGrath; John F. Sherry; Nina Diamond

doi:10.1108/13522751311289749

Discordant retail brand ideology in the House of Barbie

Mary Ann McGrath, John F. Sherry, Nina Diamond

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	12-37
Number of pages	26
Journal	Qualitative Market Research
Volume	16
Issue number	1
DOIs	https://doi.org/10.1108/13522751311289749
State	Published - Jan 2013
Externally published	Yes

ASJC Scopus Subject Areas

Marketing

Keywords

Brands
China
Department stores
Retailers

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10.1108/13522751311289749

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Discordant retail brand ideology in the House of Barbie

ASJC Scopus Subject Areas

Keywords

Access to Document

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