How Does Brand Gain Legitimacy Through Identity Forming During Brand Internationalization:
Based on Organizational Identity Theory
Wang Tao ,Han Linhao,Wang Kang,Cui Nan
Wang Tao ,Economics and Management School, Wuhan University
Han Linhao,Economics and Management School, Wuhan University
Wang Kang,Economics and Management School, Wuhan University
Cui Nan,Economics and Management School, Wuhan University
Wang Tao , Han Linhao, Wang Kang, Cui Nan. How Does Brand Gain Legitimacy Through Identity Forming During Brand Internationalization:
Based on Organizational Identity Theory[J]. Journal of Marketing Science, 2022, 2(3): 1-17.