KOREASCHOLAR

HOW CHINESE CONSUMERS PERCEIVE A MASSTIGE BRAND: AN EXPLORATORY STUDY

Paula Rodrigues, Ana Sousa
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/410252
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Global Fashion Management Conference
2021 Global Fashion Management Conference at Seoul (2021.11)
p.243
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Keyword
masstige brandsbrand lovebrand loyalty; brand happiness; eWOM; Co-creation.
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ABSTRACT
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Author
  • Paula Rodrigues(University Lusíada – COMEGI)
  • Ana Sousa(GOVCOPP (University Aveiro) and COMEGI (University Lusíada))