Sökning: "Yanchen Li"

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  1. 1. A Study on the Impact of Perceived Brand Globalness(PBG) on Purchase Intention : From the Perspective of Consumer Culture

    Magister-uppsats, Uppsala universitet/Företagsekonomiska institutionen

    Författare :Junjie Gu; Shengming Qi; Yanchen Li; [2022]
    Nyckelord :perceived brand globalness; perceived functional benefits; perceived symbolic benefits; purchase intention;

    Sammanfattning : Background: Globalization and the aggravation of world economic integration make lots of overseas enterprises enter the Chinese market and win the market share by integrating Chinese elements into their brand names, logos, advertisements, and products. Therefore, what should local brands do to gain market share? Purpose: The main purpose of this study is to investigate the different effects of local Chinese brands with global, foreign, or local elements on consumers' perceived brand globalness, perceived functional benefits, perceived symbolic benefits, and purchase intentions. LÄS MER