growth of the Premium brand, building a strong relationship with customers, quickly identifying preferences, personalizing … positive relationship that exists between the vertical growth of the brand and the increase in customer loyalty, as shown by …

favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an … emerging market, as an initial step toward a more developed theory of brand literacy …

effect and geographic preference asymmetries can arise within peer-to-peer trade networks such as Taobao in China. We find … that while buyers in one province in China are willing to purchase goods from sellers in another province, it is often the …

and brand loyalty in China and explored behavioral and attitudinal loyalty as two major components of brand loyalty. An …This study examined the effect of familiarity with the Huawei smartphone brand as a mediator between brand involvement … results of structural equation modeling (SEM) to analyze the relationship between brand involvement, brand familiarity, and …