July 2015
Intermediate to advanced
710 pages
36h 8m
English
Content preview from Education Management and Management Science
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467
Education Management and Management Science – Zheng (Ed.)
© 2015 Taylor & Francis Group, London, ISBN 978-1-138-02663-6
Framing global brands: Frame alignment strategies on legitimacy
in host country markets
Jing Huang
Economics and Management School, Wuhan University, Guangzhou, P.R. China
Economics and Management School, Jinan University, Guangzhou, P.R. China
ABSTRACT: Marketing scholars have focused increasing attention on legitimacy and markets
development. However, little is known about the rhetorical strategies used to legitimate the global brands
in host country markets. Drawing from fame theory and institutional theory in sociology, this article inte-
grates the research findings of social movement and legitimacy, and conceptually ...
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