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【With the same tag:【品牌态度与行为】 Found 2 articles】 /Page Order by: Asce Desc

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MARKETING | F270

The Impact of Branded NFT Characteristics on Consumer Response: A Study Based on the Grounded Theory

Guo Xiaoling, Qu Xiaoju

China is actively promoting innovation within the Metaverse industry. As the blockchain technology in Metaverse advance, non-fungible tokens (NFT) provide a new lens and huge opportunities...

First published at: Jan 20, 2025

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doi:10.16538/j.cnki.fem.20240409.301

Foreign Economics & Management, Vol. 47, Issue 01, pp. 104 - 120

MARKETING | F270

How to Use “Jade of Other Mountains” in Cultural Resources? A Study on Consumer Responses to Brand Cultural Appropriation Based on the Grounded Theory

Zhang Yicong, Guo Xiaoling, Xu Zhennan

Within the context of economic globalization, it is increasingly common for brands to use foreign cultural elements in their marketing activities. However, the reasons for the success or f...

First published at: Mar 20, 2024

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doi:10.16538/j.cnki.fem.20230605.301

Foreign Economics & Management, Vol. 46, Issue 03, pp. 18 - 35

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