A Study on Commercial Guanxi in the Chinese Local Culture Context&Wang Tao，Chen Lurong 14
Model of Prepositive Factors of Loyalty under the Moderating Role of the Justice&Du Jiangang，Fan Xiucheng 29
Consumption Experience，Cultural Meaning and Fishbein Model&Zhang Lee，Ma Jingjing 43
How Is a Firm’s Financial Performance Achieved through Product Innovation Strategy？A Study on Routes to Implement Product Innovation Strategy for Chinese Firms in Transition Economy&Xu Lan 60
Empirical Study on the Relationship between Enterprise Sustainable Marketing Competence and Business Sustainable Growth&Wu Sizong，Wang Qingjin 73
How to Win Customers’Advocacy after Service Failure？The Effects of Perceived Justice，Customer Satisfaction and Commitment on Behavioral Intentions&Hean Tat Keh，Chen Rong，Xie Yi 85
The Effects of Brand Relationship Orientation on Consumer Brand Attitudes&Huang Jing，Lei Liuzhen 96
An Indigenous Study on High-Order Factors Model of Brand Relationship Quality and Its Applications&He Jiaxun 108
Consumer Ethnocentrism and Consumer Ethno-apathetic Tendency：An Empirical Test in China&Wang Haizhong 117