Yixuan Li

Li Yixuan recieved the B.S. degree in Marketing from Beijing Normal University - Hong Kong Baptist University United International College in 2022, and currently a postgraduate student in Singapore Managment University.

Publications

Ingredient Branding Strategy to Improve Brand Attitude for Chinese Brands Suffering From Country-of-Origin Effect in Foreign Markets: An Empirical Study on BYD Tang Electric Vehicle Model
Ingredient Branding Strategy to Improve Brand Attitude for Chinese Brands Suffering From Country-of-Origin Effect in Foreign Markets: An Empirical Study on BYD Tang Electric Vehicle Model
Youssef Elhaoussine, Wanjin Li, Yixuan Li. © 2023. 31 pages.
This study aims to investigate the impact of brand attributes and celebrity endorsement on foreign consumers' brand attitude towards the Chinese automotive brand BYD and its...