Výsledky vyhledávání

Affordable luxuries: Comparing American and Chinese millennial consumers

Autor: Patricia Huddleston, Didier Soopramanien, Juan Mundel

Publikováno v: Asia Pacific Management Review. 26:215-225

Global brands are benefiting from the rapidly growing demand for luxury products in China. While research interest in the luxury sector in China is developing, there has not been any research on the affordable luxury sector in that market. This manus

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::4d55386e4682a278639345ccfe3ba559
https://doi.org/10.1016/j.apmrv.2021.02.003

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Effects of brand feedback to negative eWOM on brand love/hate: an expectancy violation approach

Autor: Juan Mundel, Jing Yang

Publikováno v: Journal of Product & Brand Management. 31:279-292

PurposeThis study aims to explore the role of consumers’ expectation violation in brands’ negative eWOM management on social media. The effects of brand feedback strategies (i.e. compensation and causal attribution) and brand type (i.e. full-serv

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::27789ef8b36555d1753aec9f294ae1b8
https://doi.org/10.1108/jpbm-05-2020-2900

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