This study examined differences in brand attitude bases between Japanese and Americans. ‘Pride’ was a universal predictor of brand attitudes among both Japanese and American participants. However, Japanese consumers strongly emphasized ‘emotiona...
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https://www.riss.kr/link?id=A100255966
2014
English
325
01
학술저널
1484-1489(6쪽)
0
상세조회0
다운로드다국어 초록 (Multilingual Abstract)
This study examined differences in brand attitude bases between Japanese and Americans. ‘Pride’ was a universal predictor of brand attitudes among both Japanese and American participants. However, Japanese consumers strongly emphasized ‘emotiona...
This study examined differences in brand attitude bases between Japanese and Americans. ‘Pride’ was a universal predictor of brand attitudes among both Japanese and American participants. However, Japanese consumers strongly emphasized ‘emotional attachment’, whereas Americans’ brand attitudes mostly derived from product functionality. The reason was discussed in light of Cultural-psychology.
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SUPPLIER-RETAILER POWER ASYMMETRY
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