Introduction to this Text -- PART 1 -- Chapter 1: Consumer Decision Making Strategies -- PART 2 -- Chapter 2: Advertising -- Chapter 3: Pricing -- Chapter 4: Brand Loyalty -- Chapter 5: Emotional Marketing -- PART 3 -- Chapter 6: Luxury Consumer Behavior -- Chapter 7: Digital Consumer Behavior...

Chapter 1: Introduction -- Chapter 2: Research Methodology -- Chapter 3: Chinese Culture-Related Scales -- Chapter 4: General Marketing and Management Scales Developed in the Chinese Context -- Chapter 5: Exemplary Papers for Some Selected Scales -- Chapter 6: How to Adopt the Scales From This Book.

The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...