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Consumer perceptions of brand functions : an empirical study in China

Guo, Xiaoling Martine; Hao, Andy Wei; Shang, Xiaoyan - In: The journal of consumer marketing 28 (2011) 4, pp. 269-279

Persistent link: https://www.econbiz.de/10009272157

Consumer perceptions of brand functions: an empirical study in China

Guo, Xiaoling (Martine); Wei Hao, Andy; Shang, Xiaoyan - In: Journal of Consumer Marketing 28 (2011) 4, pp. 269-279

Purpose – The purpose of this paper is to examine consumers' perception of brand functions in an emerging market: China. The study also aims to investigate the impact of brand functions on brand loyalty. Design/methodology/approach – A two‐phase study was conducted. The first phase...

Persistent link: https://www.econbiz.de/10014848890

Consumer perceptions of brand functions: an empirical study in China

Guo, Xiaoling (Martine); Hao, Andy Wei; Shang, Xiaoyan - In: The journal of consumer marketing 28 (2011) 4, pp. 269-280

Persistent link: https://www.econbiz.de/10009166512