Mazhuohong Xie

Co-branding Partner Selection and Consumer Behavior in New-Style Tea Beverages: Evidence from Naixue

ABSTRACT: This study examines the associations of brand-related factors with perceived value and Perceived Brand Attitude, evaluates the pathways through which internal evaluations relate to Behavioral Intention and Behavior, and develops recommendations for improving conversion...

Co-branding Partner Selection and Consumer Behavior in New-Style Tea Beverages: Evidence from Naixue

ABSTRACT: This study examines the associations of brand-related factors with perceived value and Perceived Brand Attitude, evaluates the pathways through which internal evaluations relate to Behavioral Intention and Behavior, and develops recommendations for improving conversion...