Exploring the antecedents and consequences of míng pái kòng (brand-name fanaticism) among China's Generation Y
Year of publication: |
2015
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Authors: | Chan, Kenny K. ; Wang, Xia |
Published in: |
Journal of global marketing. - Philadelphia, Pa. : Taylor & Francis, ISSN 0891-1762, ZDB-ID 1034619-3. - Vol. 28.2015, 2, p. 67-82
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Subject: | Míng pái kòng | brand-name fanaticism | Generation Y | brand consciousness | Chinese consumer behavior | China | Konsumentenverhalten | Consumer behaviour | Markenimage | Brand image | Markenartikel | Brand |
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