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BRAND ORIGIN AND PRODUCT PREFERENCE: A STUDY OF URBAN ADULT CHINESE CONSUMERS
Qing Shan Ding,Robert Bradshaw,Len Tiu Wright 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.2
This paper presents a research study into urban adult Chinese consumers’ preferences in China with an analysis of the literature on country of origin effects on consumer brand preferences. The study implemented a mixed methods approach. Analysis of quantitative and qualitative data with results and conclusions are given.
BRAND ORIGIN AND PRODUCT PREFERENCE: A STUDY OF URBAN ADULT CHINESE CONSUMERS
Qing Shan Ding,Robert Bradshaw,Len Tiu Wright 글로벌지식마케팅경영학회 2014 Global Marketing Conference Vol.2014 No.7
This paper presents a research study into urban adult Chinese consumers’ preferences in China with an analysis of the literature on country of origin effects on consumer brand preferences. The study implemented a mixed methods approach. Analysis of quantitative and qualitative data with results and conclusions are given.