Branding as a reflection of culture - An analysis of brand consumption patterns in China

Tristan Klocke and Joana Machado ()
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Tristan Klocke: Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto

No 1, Working Papers de Gestão (Management Working Papers) from Católica Porto Business School, Universidade Católica Portuguesa

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.

Keywords: China; consumer goods; culture; consumption; branding (search for similar items in EconPapers)
Pages: 13 pages
Date: 2014-04
New Economics Papers: this item is included in nep-cul, nep-ipr, nep-pr~, nep-mkt and nep-tra
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