... . Market stratification Market fragmentation Transitional economy Comparative research Brand preference Consumer culture Information processing Contemporary brand competition unfolds within nationally heterogeneous markets, making country-level generalizations insufficient for guiding...

... by the vloggers (perceived brand quality, brand affect and brand preference). The authors also found that these relationships were mediated by the parasocial interaction (PSI) between the vloggers and the audience. Practical implications The findings of this study suggest that marketers can develop...

...Angelina Nhat Hanh Le; Julian Ming Sung Cheng; Hadi Kuntjara; Christy Ting-Jun Lin Purpose – The purpose of this paper is to investigate the moderating roles of brand name attitude and product expertise on the impact of different corporate rebranding strategies on consumer brand preference...