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Journal Articles

Can you bear with me? A comparison study of multifaceted discrepancy–brand avoidance relationships between China and the USA

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Zi Wang, Paul C.Y. Liu, Ruizhi Yuan, Gwarlann de Kerviler
Journal: International Marketing Review
International Marketing Review (2024) 41 (6): 1577–1617.
https://doi.org/10.1108/IMR-05-2023-0090
Published: 28 October 2024
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Journal Articles

Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US

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Zi Wang, Ruizhi Yuan, Martin J. Liu, Jun Luo
Journal: International Marketing Review
International Marketing Review (2022) 39 (2): 166–206.
https://doi.org/10.1108/IMR-02-2021-0090
Published: 14 March 2022
View article titled, Luxury symbolism, self-congruity, self-affirmation and luxury consumption behavior: a comparison study of China and the US
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