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Keywords: Brand-user competence
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Journal Articles
It takes two to tango: young Chinese consumers’ perspectives on global smartphone brands
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (5): 558–576.
Published: 27 June 2023
.... Second, brand users’ competence (BUC) in their knowledge and experience with the brand’s reputation, value and service quality improves brand bond. Third, BOE significantly enhances BUC. Design/methodology/approach This study proposed an integrative model with new concepts and tested it with 2,135...
