Zhe Zhang

Western University, Canada

  • Western University, Canada

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Coach vs. Goldlion: The Effect of Socially- versus Personally-Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets

Zhang, Zhe, Alex Yao, and Zhiyong Yang; “Coach vs. Goldlion: The Effect of Socially- versus Personally-Oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets,” Journal of International Marketing, Forthcoming
Posted: 04 Dec 2023
Zhe Zhang, Alex Yao and Zhiyong Yang
Western University, Canada, San Diego State University and Miami University of Ohio

Abstract:

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masstige brand, country-of-origin, socially-oriented motives, personally-oriented motives, price elasticity