The marketing implications of the ‘undesired self’; the case of Chinese Y-generation

Journal for Global Business Advancement

Volumn 1, Issue 4, 2008, Pages 390-408

  Thrassou, Alkis ^a   Vrontis, Demetris ^a   Ho, Ching Wei ^b  

^a UNIVERSITY OF NICOSIA   (Cyprus)

^b LEEDS METROPOLITAN UNIVERSITY   (United Kingdom)

Author keywords

attitudes; brand image; branding; China; consumer behaviour; culture; marketing; perceptions; self image; undesired self

Indexed keywords

EID: 84926509928     PISSN: 1746966X     EISSN: 17469678     Source Type: Journal    
DOI: 10.1504/JGBA.2008.019937     Document Type: Article

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