Over recent years, consumer behavior has been an evolving journey; and there is yet another twist in the road, shaped by economic pressures and shifting priorities. Entering 2022, global conflict ...

In an era of rising cultural confidence and domestic pride—epitomized by China’s “Guochao” (National Trend) movement—consumers are re-evaluating the symbolic meaning of local brands (McKinsey, 2023).

Extrinsic motivation is motivation that come from outside oneself. Examples include doing something for financial gain, promotion, praise or approval, or to win a competition. Depending on the ...