TITLE

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

AUTHOR(S)
Laforet, Sylvie; Chen, Junsong
PUB. DATE
January 2012
SOURCE
Journal of World Business;Jan2012, Vol. 47 Issue 1, p54
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
67250550

 

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