.../methodology/approach The empirical study consisted of a large‐scale survey conducted among Chinese luxury brand consumers in Taiwan. The data were analyzed using exploratory factor analysis and multiple regression. Findings The findings support the influence of the social context on purchase intention...

... and local private labels. It aims to use product categories as the moderator of the preceding perceptions. Design/methodology/approach Data were collected outside the entrances of the main rail station of Taipei, Taiwan. A systematic sampling was adopted and 254 questionnaires were eventually collected...

...Arthur Cheng‐Hsui Chen; Shaw K. Chen Examines the negative impacts of brand extension failure upon the original brand by calibrating the difference of brand equity. Using data collected from college students in Taiwan, establishes four hypotheses to identify various effects of a failed brand...