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The Moderating Effects of Nationality and Lifestyle on the Relationship between Brand Equity and Purchase Intentions 원문보기

International journal of human ecology, v.10 no.2, 2009년, pp.39 - 54  

Ko, Eun-Ju (Department of Clothing and Textiles, Yonsei University) ,  Zhang, Hao (Department of Clothing and Textiles, Yonsei University)

Abstract AI-Helper 아이콘AI-Helper

This research investigates the differences in sportswear purchasing behavior between global consumers in Korea and China. Korean and Chinese consumers showed significant differences in purchasing behavior. Brand personality, perceived price, and brand loyalty showed a significant, positive relations...

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