Do Americans seek pleasure while Chinese care about others' approval? : examining stereotypical utilities positioning in brand choice contexts
Year of publication: |
2022
|
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Authors: | Friedmann, Enav ; Weiss-Sidi, Merav ; Vescovi, Tiziano |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 7, p. 1104-1124
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Subject: | Brand selection context | Cultural differences | Functional | Hedonic and social utility | Positioning | Single choice context | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenartikel | Brand | China |
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