...Jie Jin; Huan Chen Purpose This study aims to explore why Chinese consumers pay for digital content products by investigating the experiences of Chinese consumers living in first-tier and second-tier cities regarding paid digital knowledge products. Design/methodology/approach A total of 19...

.... The brand has acquired additional symbolic meanings for Chinese consumers, which in turn enhances self-brand connections among them. Practical implications Managerial implications include strategies for cross-cultural marketers to maximize the acceptance of brands by elderly consumers through reverse...