Purpose – The purpose of this paper is to extend research on metaphors of consumption to a Chinese cultural setting, specifically examining consumer thoughts related the Chinese concept of renao (hot and noisy). Design/methodology/approach – The Zaltman Metaphor Elicitation Technique (ZMET)...

Purpose: The purpose of this paper is to explore differences in the behavioural intentions of consumers in different countries, i.e. Japan, UK and Taiwan by employing a customer-based value model. Design/methodology/approach: A total of 305 consumers of one of Japan's brand and chain stores,...

Purpose The purpose of this paper is to discuss four main research questions which are as follows: how does a consumer turn into a devoted fan? How does a devoted fan react to the expansion of a human brand? What kind of strategies does a devoted fan take when facing challenges encountered by a...