Chinese cultural element in brand logo and purchase intention
Jiarong Shi and Zihao Jiang
| Year of publication: |
2023
|
|---|---|
| Authors: | Shi, Jiarong ; Jiang, Zihao |
| Published in: |
Marketing intelligence & planning. - Bingley : Emerald, ISSN 1758-8049, ZDB-ID 2023533-1. - Vol. 41.2023, 2, p. 171-185
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| Subject: | Chinese cultural element in brand logo-brand image congruence | Chinese cultural element in brand logo-product function congruence | Consumer-brand identification | Cultural element authenticity | Purchase intention | Konsumentenverhalten | Consumer behaviour | China | Markenimage | Brand image | Markenführung | Brand management | Kulturelle Identität | Cultural identity | Nationalkultur | National culture |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/MIP-04-2022-0175 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014253345