Open AccessEffects of Brand Globalness and Localness of Chinese Brands on Perceived Brand Value: The Moderating Roles of Cosmopolitanism and Conspicuous Consumption Characteristics
Author(s) -
Kyoung Eun Kim,
Longhuatao,
Cho SeongDo
Publication year - 2016
Publication title -
so'bi munhwa yeon'gu/sobi munhwa yeongu
Language(s) - English
Resource type - Journals
eISSN - 2733-8924
pISSN - 1229-0386
DOI - 10.17053/jcc.2016.19.3.007
Subject(s) - cosmopolitanism , consumption (sociology) , value (mathematics) , advertising , business , brand equity , brand awareness , marketing , brand management , psychology , aesthetics , mathematics , political science , art , statistics , politics , law