HOW CHINESE CONSUMERS PERCEIVE A MASSTIGE BRAND: AN EXPLORATORY STUDY - koreascholar

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HOW CHINESE CONSUMERS PERCEIVE A MASSTIGE BRAND: AN EXPLORATORY STUDY

Paula Rodrigues, Ana Sousa

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URLhttps://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)

키워드

masstige brands brand love brand loyalty; brand happiness; eWOM; Co-creation.

목차

ABSTRACT
REFERENCES

저자

Paula Rodrigues(University Lusíada – COMEGI)
Ana Sousa(GOVCOPP (University Aveiro) and COMEGI (University Lusíada))

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