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Reputation and branding: A cross-cu...

Tian, Yan.

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Reputation and branding: A cross-cultural study of corporate Web presence in the United States and China.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Reputation and branding: A cross-cultural study of corporate Web presence in the United States and China./
作者:	Tian, Yan.
面頁冊數:	185 p.
附註:	Source: Dissertation Abstracts International, Volume: 65-10, Section: A, page: 3616.
Contained By:	Dissertation Abstracts International65-10A.
標題:	Mass Communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3151042
ISBN:	0496109634

Reputation and branding: A cross-cultural study of corporate Web presence in the United States and China.
Tian, Yan.

Reputation and branding: A cross-cultural study of corporate Web presence in the United States and China. - 185 p.

Source: Dissertation Abstracts International, Volume: 65-10, Section: A, page: 3616.

Thesis (Ph.D.)--Temple University, 2004.

This study examined the relationship between two of Hofstede's cultural dimensions and the strategies for reputation and brand management in cyberspace. Employing manual quantitative content analysis, computer-assisted text analysis, and traditional qualitative text analysis, this study compared the web presence of the top 100 companies in the U.S. and China. Power distance was identified as a prominent dimension that distinguished the strategies for Chinese corporate web sites from those for American corporate web sites. The hypothesis about the effects of collectivism versus individualism on reputation and brand strategies online, however, was rejected. In addition, this study supported the thesis of glocalization, as the homogenization process and heterogenization process were both identified through the web presence of leading American and Chinese companies.

ISBN: 0496109634Subjects--Topical Terms:

1017395
Mass Communications.

Reputation and branding: A cross-cultural study of corporate Web presence in the United States and China.
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