新兴市场消费者的品牌购买意愿:品牌信誉对消费者品牌意识和品牌偏好的影响

Learning & Education Pub Date : 2022-06-20 DOI:10.18282/l-e.v10i8.3066

Xiaolin Chen, Lu Chen

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引用次数: 0

摘要

品牌由名称、术语、标志或符号或这些的任何组合组成，试图通过特定的产品或服务，在属性、价值和文化方面，通过特定的产品或服务，代表公司可以提供给消费者的独特利益(科特勒，1997)。

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Customers’ Brand Purchase Intention in Emerging Markets: The Influence of Brand Credibility on Consumers’ Brand Awareness and Brand Preferences

A brand is comprised of a name, term, sign, or symbol, or any combination of these, that attempts to represent the unique benefits a company can provide to consumers through a specific product or service, in terms of attributes, value, and culture, through a particular product or service (Kotler, 1997).

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Learning & Education

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