Consumers And Their Brands - Understanding the relationship in China and Japan

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...