Emerald期刊
期刊
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作者:Jiaxun He , Cheng Lu Wang
来源:[J].International Marketing Review, 2017, Vol.34 (4), pp.463-479Emerald
摘要:Purpose(#br)The purpose of this paper is to investigate the influence of incorporating Chinese elements in global brands on consumer purchase likelihood. (#br)Design/methodology/approach(#br)Six global brand products from three categories that utilized Chinese elements are used t...
作者:Jiaxun He
来源:[J].Nankai Business Review International, 2012, Vol.3 (4), pp.398-412Emerald
摘要:Purpose(#br) – This study aims to fill in new evidence related to theoretical explanations on how perception of sincerity, excitement and sophistication relates to attitudes towards the different kinds of brand extensions, namely, horizontal extension and vertical extension....

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