Achieving Brand Loyalty in China through After-Sales Services With a Particular Focus on the Influences of Cultural Determinants

Achieving Brand Loyalty in China through After-Sales Services With a Particular Focus on the Influences of Cultural Determinants / by Alexander Fraß.

This paper provides a guideline for how the entire process chain of automotive after-sales services could be researched in China. In addition, Schwartz's individual level value theory is introduced as a beneficial operationalisation approach to cultural marketing. So, values are modelled as exo...

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Bibliographic Details
Main Author: Fraß, Alexander (Author)
Corporate Author: SpringerLink (Online service)
Format: eBook
Language:English
Published: Wiesbaden : Springer Fachmedien Wiesbaden : Imprint: Springer Gabler, 2016.
Edition:1st ed. 2016.
Series:Business Analytics,
Springer eBook Collection.
Subjects:
Marketing.
Globalization.
Markets.
Engineering economics.
Engineering economy.
Electronic resources (E-books)
Online Access:Click to view e-book
Holy Cross Note:Loaded electronically.
Electronic access restricted to members of the Holy Cross Community.

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