Keywords: Face concern
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Journal Articles
Journal of Consumer Marketing (2016) 33 (1): 52–60.
Published: 11 January 2016
...Lisa C. Wan; Patrick S. Poon; Chunling Yu Purpose – Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the moderating influence of face concern on consumer responses to brands...

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