Abstract
The identification of a deficit in research in Chapter 1.3 is derived from a comprehensive literature review of the state of research, which is shown in-depth in this chapter. The object of the investigation is primarily the after-sales and Chinese consumer behaviour of the topic groups, for which the automotive marketing serves to begin with as a parent frame. Due to the German perspective, the Chinese buying behaviour is considered in the context of intercultural marketing.
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© 2016 Springer Fachmedien Wiesbaden
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Fraß, A. (2016). State of Research. In: Achieving Brand Loyalty in China through After-Sales Services. Business Analytics. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-14367-1_2
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DOI: https://doi.org/10.1007/978-3-658-14367-1_2
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Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-14366-4
Online ISBN: 978-3-658-14367-1
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