Cultural authenticity and purchase intention of Chinese luxury brand logo
Chinese domestic luxury brands (CDLBs) increase in both sales and attention in academic research, due to rise of inconspicuousness consumption. However, there is little research on how cultural authenticity in logo influences on purchase intention of CDLBs. Based on signaling theory and power distan...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Novi Sad
2025-03-01
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| Series: | Journal of Graphic Engineering and Design |
| Subjects: | |
| Online Access: | https://jged.uns.ac.rs/index.php/jged/article/view/1593/1465 |
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