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【With the same tag:【消费者品牌态度】 Found 2 articles】 /Page Order by: Asce Desc

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MARKETING | F270

How to Use “Jade of Other Mountains” in Cultural Resources? A Study on Consumer Responses to Brand Cultural Appropriation Based on the Grounded Theory

Zhang Yicong, Guo Xiaoling, Xu Zhennan

Within the context of economic globalization, it is increasingly common for brands to use foreign cultural elements in their marketing activities. However, the reasons for the success or f...

First published at: Mar 20, 2024

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doi:10.16538/j.cnki.fem.20230605.301

Foreign Economics & Management, Vol. 46, Issue 03, pp. 18 - 35

| F270

Entrepreneur Image, Consumer-entrepreneur Admiration and Consumer Brand Attitude

Liu Wei, Ji Simiao, Qi Penghu

The personal image of an entrepreneur, which truly reflects his firm’s brand image, is an important source of the subordinate brand associations and even the brand equity of the firm...

First published at: Mar 01, 2018

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doi:10.16538/j.cnki.fem.2018.03.009

Foreign Economics & Management, Vol. 40, Issue 03, pp. 121 - 136

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