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Authors
Advisor(s)
Abstract(s)
This study examines cultural factors influencing brand building strategies in the Chinese
market. Our purpose is to investigate what Chinese consumers value in a brand,
examining consumer behavior as well as manufacturers and their business strategies to
respond to customers. Findings show a positive correlation between branding strategies
considering cultural factors and business success in China, implicating that culture,
lifestyle, and economic development influence customers’ attitude towards a brand. In
particular, brand image, a connection with a social group, and a strong need to avoid
uncertainty, reflect dominant culture values in the purchase decision of consumer goods,
implicating that they are valued as a reflection of Chinese consumers’ own cultural
values. The paper concludes with a discussion about implications and suggestions for
future research
Description
Keywords
China consumer goods culture consumption branding
Pedagogical Context
Citation
Klocke, T., Machado, J. C. (2014). Branding as a reflection of culture - An analysis of brand consumption patterns in China. Working Papers: Management. N.º 1, 14 p.