Thirty years and "I'm still lovin' it!" : brand perceptions of McDonald's among generation Y and generation Z consumers in China
Bowen Zhang, Frank J. Mulhern, Yingying Wu, Margaret Xu, Wenqi Wang, and Liang Gao
| Year of publication: |
2022
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|---|---|
| Authors: | Zhang, Bowen ; Mulhern, Frank J. ; Wu, Yingying ; Xu, Margaret ; Wang, Wenqi ; Gao, Liang |
| Published in: |
Asia Pacific journal of marketing and logistics. - [Erscheinungsort nicht ermittelbar] : Proquest, ISSN 1758-4248, ZDB-ID 2037486-0. - Vol. 34.2022, 5, p. 906-921
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| Subject: | Brand perception | Generational cohorts | McDonald's | China | Konsumentenverhalten | Consumer behaviour | Altersgruppe | Age group | Markenartikel | Brand | Generationengerechtigkeit | Intergenerational equity | Markenimage | Brand image | Kohortenanalyse | Cohort analysis | Schnellgastronomie | Fast-food industry |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/APJML-02-2021-0132 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10013390842