Young Chinese consumers' brand perception; the role of mianzi as moderator
Young Chinese consumers' brand perception; the role of mianzi as moderator
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Publisher
London: Wiley Subscription Services, Inc
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Language
English
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Publisher
London: Wiley Subscription Services, Inc
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Contents
The basic purpose of this study was to investigate the role of exposure and past experience on consumers' brand perception, as mediated by three variables (perceived quality, brand recall, and satisfaction) and moderated by mianzi. Using data collected from a survey of 331 customers, brand perception models for two diverse kinds of products (high a...
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Full title
Young Chinese consumers' brand perception; the role of mianzi as moderator
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TN_cdi_proquest_journals_2319161202
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2319161202
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ISSN
1472-3891
E-ISSN
1479-1854
DOI
10.1002/pa.1930
