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Keywords: Cross-cultural study
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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
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2024) 41 (6): 1577–1617.
Published: 28 October 2024
... only Brand avoidance Self-discrepancy Cognitive dissonance Narcissism orientation Cross-cultural study The consumer-brand relationship is a key construct for understanding how and why consumers purchase, and remain loyal to, a specific set of chosen brands, which has been widely...
Journal Articles
Understanding the influencing factors on firms’ social media marketing strategies development: a cross-country investigation
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2024) 41 (6): 1487–1520.
Published: 16 September 2024
... © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Cross-cultural study Social media Cultural value International marketing strategy Social media marketing strategies Social media (SM) has significantly evolved as marketing and business...
Journal Articles
Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness
Available to Purchase
Journal:
International Marketing Review
International Marketing Review (2014) 31 (4): 363–389.
Published: 30 June 2014
... © Emerald Group Publishing Limited 2014 Consumer behaviour Cross-cultural study Cross-national study Luxury brand Brand consciousness Interpersonal influence In the realm of consumer research, interpersonal influence has been found to affect consumer purchase-process activities...
