Do Americans seek pleasure while Chinese care about others' approval? : examining stereotypical utilities positioning in brand choice contexts
Enav Friedmann and Merav Weiss-Sidi and Tiziano Vescovi
| Year of publication: |
2022
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|---|---|
| Authors: | Friedmann, Enav ; Weiss-Sidi, Merav ; Vescovi, Tiziano |
| Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 31.2022, 7, p. 1104-1124
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| Subject: | Brand selection context | Cultural differences | Functional | Hedonic and social utility | Positioning | Single choice context | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | China | Markenführung | Brand management | Kulturelle Identität | Cultural identity | Experiment |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-07-2021-3579 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013429058