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Why do consumers prefer a hometown geographical indication brand? : exploring the role of consumer identification with the brand and psychological ownership
Zhang, Gangren; Wang, Cheng Lu; Liu, Jiaojiao; Zhou, Liying - In: International journal of consumer studies 47 (2023) 1, pp. 74-85
Persistent link: https://www.econbiz.de/10014246598
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Does character's gender matter in inspirational brand story? : exploring the moderating effect of gender role conformity
Chen, Xiang; Wang, Cheng Lu; Zhou, Liying - In: International journal of consumer studies 47 (2023) 5, pp. 1749-1757
Persistent link: https://www.econbiz.de/10014335633
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Combating lookalike product through adapting advertising appeals to consumer value : strategic implications to brand imitation management
Wang, Liangyan; Tang, Yanfei; Wang, Cheng Lu - In: International journal of consumer studies 48 (2024) 4, pp. 1-16
Persistent link: https://www.econbiz.de/10015102056