... 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...

...Ting Jin; Wei Shao; Deborah Griffin; Mitchell Ross Purpose This study aims to explore the perceptions about Chinese brands from the point of views of young Chinese consumers. Design/methodology/approach A qualitative method is used including focus groups and in-depth personal interviews...