Publicação
Branding as a reflection of culture : an analysis of brand consumption patterns in China
| dc.contributor.author | Klocke, Tristan | |
| dc.contributor.author | Machado, Joana César | |
| dc.date.accessioned | 2018-07-17T08:28:27Z | |
| dc.date.available | 2018-07-17T08:28:27Z | |
| dc.date.issued | 2014 | |
| dc.description.abstract | 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. | pt_PT |
| dc.description.version | info:eu-repo/semantics/publishedVersion | pt_PT |
| dc.identifier.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. | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/25203 | |
| dc.language.iso | eng | pt_PT |
| dc.peerreviewed | no | pt_PT |
| dc.subject | China | pt_PT |
| dc.subject | Consumer goods | pt_PT |
| dc.subject | Culture | pt_PT |
| dc.subject | Consumption | pt_PT |
| dc.subject | Branding | pt_PT |
| dc.title | Branding as a reflection of culture : an analysis of brand consumption patterns in China | pt_PT |
| dc.type | working paper | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | workingPaper | pt_PT |