Face as a mediator of the relationship b
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Jiangqun Liao; Lei Wang
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Article
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2009
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John Wiley and Sons
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English
β 101 KB
## Abstract Although the relationship between materialism and nameβbrand consumption has been documented in literature, its relational mechanism is not well addressed. It can hardly explain why people buy brand products without really knowing about the brands. In this case, people may consume brand