“New and old†: Consumer evaluations of co-branding between new brands and Chinese time-honored brands
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DOI: 10.1016/j.jretconser.2023.103293
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Cited by:
- Lee, Jiyoung & Yu, Jongsik & Radic, Aleksandar & Han, Heesup, 2024. "Uncovering air traveler purchase behavior: Influence of airline goods product characteristics towards repurchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
- Jiang, Xia & Deng, Fengyi & Yang, Defeng & Yao, Qing, 2024. "The effects of residential mobility on consumers’ preference for paradox brands," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
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Keywords
Co-branding; Chinese time-honored brands; Brand personality; Brand admiration; Consumer evaluations;All these keywords.
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