Economics at your fingertips  

A cultural approach to brand equity: the role of brand mianzi and brand popularity in China

Raffaele Filieri (), Zhibin Lin, Simona D’Antone and Elena Chatzopoulou
Additional contact information
Raffaele Filieri: Audencia Business School
Zhibin Lin: Durham University Business School
Simona D’Antone: KEDGE Business School
Elena Chatzopoulou: Newcastle University Business School

Journal of Brand Management, 2019, vol. 26, issue 4, 376-394

Abstract: Abstract International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in China. A qualitative approach consisting of 30 interviews revealed two new factors linking to brand equity: brand popularity and brand mianzi. A quantitative questionnaire survey with a sample of 321 Chinese smartphone users was conducted to test the hypotheses. The quantitative study’s findings further revealed that brand popularity and country of origin image affect brand loyalty, brand awareness, perceived quality, and brand mianzi. Additionally, the effects of brand popularity and country of origin image on brand equity were mediated by the four determinants. Finally, brand mianzi was found to be the second most important determinant of brand equity after brand loyalty, highlighting the importance of cultural factors in branding activities in emerging markets.

Keywords: Brand equity; Chinese culture; Brand Mianzi; Brand popularity; Country of origin (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link) Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link:

Ordering information: This journal article can be ordered from

DOI: 10.1057/s41262-018-0137-x

Access Statistics for this article

Journal of Brand Management is currently edited by Joachim Kernstock, Shaun M. Powell, Mark Davies and Urša Golob

More articles in Journal of Brand Management from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla ().

Page updated 2020-03-07
Handle: RePEc:pal:jobman:v:26:y:2019:i:4:d:10.1057_s41262-018-0137-x