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Keywords: Global smartphone brands
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Journal Articles
Young Consumers: Insight and Ideas for Responsible Marketers (2023) 24 (5): 558–576.
Published: 27 June 2023
... young Chinese consumers using global smartphone brands. Results are drawn from structural equation modeling and comparisons between stakeholders and among smartphone brands. Findings The results show that BOE and BUC are significant and equally effective at enhancing brand bond. BOE also shows...
