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Keywords: Consumer behaviour
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Journal Articles
Humanity and trendiness: Key dimensions and differences in brand personality evaluation in Chinese market
Available to Purchase
Journal of Chinese Entrepreneurship (2010) 2 (1): 19–35.
Published: 02 March 2010
..., cumulative variance explained was 44.58 percent (Table I). Brands Brand image Consumption Consumer behaviour China However, related research on specific brand personality within the Chinese market is limited. It is popularly known that brand personality symbolizes the meaning...
