Klocke, TristanMachado, Joana César2018-07-172018-07-172014Klocke, 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.http://hdl.handle.net/10400.14/25203This 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 researchengChinaconsumer goodscultureconsumptionbrandingworking paper