According to Venkatraman
(1991) and Goldsmith et al. (1995), CI is closely related to consumers’ age, gender, income and
social status, etc. Besides, Midgley and Dowling (1993) also show that the young and those
with high social position often boast stronger CI. Moreover, Steenkamp et al. (1999) put forth
in their studies that besides education, age and income, CI is affected by culture, value and
personality of consumers.