With the arrival of the era of experience marketing,lots of store brands retailers began to seize the development opportunity.At present,the market of store brands presents the polarization situation
Based on rational analysis,cognitive bias and affective factors,this paper puts forward a comprehensive theoretical framework to explore the differences between Chinese and foreign brand attitudes and
In an experiment with a convenience sample of 44 American and 57 Chinese undergraduate students,this research tests the interaction effect between culture(American vs.Chinese)and amount of expense(low
As the growth in the sport fandom format of sports consumers in China continues to emerge as an important segment in marketing literature,understanding what drives fan engagement behaviour has recentl
An increasingly mobile urban population challenges local governments to better understand the heterogeneity in residents motivation to engage in environmentally friendly activities.In the social dilem
This paper explores the complexity of soliciting money for a charitable cause in China.Based on the logic of guanxi and renqing,it looks at how people reflect on the act of soliciting their own networ
Traditional theory such as theory of planned behavior conside sustainable consumption behavior as a statistic result influenced by different factors,and can not explained attitude-behaivior gap of sus
As an extension of the resource-based view,marketing capabilities play a critical role in firm performance and the impact of brand management strategies.Using a large global database of brand managers
As private placement gradually become the main means of financing for listed companies,the equity pricing of shares issued at a discount in the private market and the influence of different investors