Schroeder publishes two papers
Jonathan Schroeder, the William A. Kern Professor of Communications, recently published two papers: “A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands," in the Journal of Cultural Management Research and “Branding as Soft Power: Brand Culture and the 2008 Beijing Olympics,” in the book Soft Power with Chinese Characteristics: China’s Campaign for Hearts and Minds.
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