Purpose – The purpose of this paper is to examine factors affecting consumers' acceptance of mobile marketing in China … limitations/implications – The study is limited to a specific sample of youth consumers in China. The findings illustrate the role … relating to the antecedents of mobile marketing acceptance among the youth consumer segment within China, a large and emerging …

traditional cultural values on the gift‐giving behavior of consumers in the People's Republic of China (PRC) and to check the …

,317 consumers across 17 cities in China. Five lifestyle factors were identified and further verified through a confirmatory factor …

which were selected randomly in China. Both an exploratory factor analysis and a confirmatory factor analysis are adopted to …

through the change of intergenerational residence in urban China. Design/methodology/approach – Data were collected by semi …‐structured interviews of 15 families from three cities in south China. All interview tapes were transcribed. A hermeneutic process is used … to analyze the verbal context. Findings – There is a new trend of intergenerational residence in urban China, living …

Purpose – The purpose of this article is to assist US apparel firms to successfully market in China. It aims to …. Design/methodology/approach – A total of 747 consumer data were collected in three cities of China, Shanghai, Beijing, and …

Purpose – The purpose of this paper is to examine consumers' perception of brand functions in an emerging market: China …