Faulkner, Margaret; Truong, Oanh; Romaniuk, Jenni - In: Journal of Product & Brand Management 23 (2014) 7, pp. 554-571
Purpose – The purpose of this research is to analyze brand competition in China using the Duplication of Purchase (DoP) law, with important implications for understanding Chinese buyer behavior in comparison with Western buyers. Discovered in the Western markets, the DoP law holds across a...