Chinese and British consumers’ evaluation of Chinese and international brands and factors affecting their choice

Sylvie Laforet and Junsong Chen
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Sylvie Laforet: The University of Sheffield [Sheffield, U.K.]
Junsong Chen: China Europe International Business School

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Abstract: This paper examines Chinese and British consumers' evaluations of Chinese, and international brands, and factors affecting their brand choice. The results support recent findings of a decline in Western brands' preference in China. But, these are attributed to several factors. The findings show country of origin does not affect Chinese brand choice, has a great effect on British choice between Chinese and other brands; brand value, and brand familiarity influence Chinese choice whereas brand reputation, and brand trust determine British choice. Implications for Chinese domestic and international expansion strategies, demographics' influence, and cultural differences are discussed.

Keywords: Chinese brands evaluation; British and Chinese consumers; COO effect; Brand choice factors; Developed and developing markets; Chinese international expansion (search for similar items in EconPapers)
Date: 2012-01-01
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Citations: View citations in EconPapers (11)

Published in Journal of World Business, 2012, 47 (1), 54-63 p. ⟨10.1016/j.jwb.2010.10.020⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02312318

DOI: 10.1016/j.jwb.2010.10.020

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