Consumers And Their Brands - Understanding the relationship in China and Japan
Javier Calvar and Goutam Mitra
This paper examines the nature of the relationship between consumers and brands of cosmetics products, and the role that brand equity and key consumers’ needs play in such a relationship.
Consumers and their Brands
Understanding the relationship in China and Japan
Javier CalvarResearch International, China
Goutam MitraClient Service Department, Research International, Japan
INTRODUCTION
In a time when there is very little to differentiate between...
