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Keywords: Brand functions
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2011) 28 (4): 269–279.
Published: 28 June 2011
...Xiaoling (Martine) Guo; Andy Wei Hao; Xiaoyan Shang Purpose The purpose of this paper is to examine consumers' perception of brand functions in an emerging market: China. The study also aims to investigate the impact of brand functions on brand loyalty. Design/methodology/approach A two‐phase...
