Chinese and British consumers’ evaluation of Chinese and international brands and factors affecting their choice - HAL-SHS - Sciences de l'Homme et de la Société Accéder directement au contenu
Article Dans Une Revue Journal of World Business Année : 2012

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

Junsong Chen
  • Fonction : Auteur

Résumé

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.
Fichier non déposé

Dates et versions

hal-02312318 , version 1 (04-03-2020)

Identifiants

  • HAL Id : hal-02312318 , version 1

Citer

Sylvie Laforet, Junsong Chen. Chinese and British consumers’ evaluation of Chinese and international brands and factors affecting their choice. Journal of World Business, 2012, 47 (1), 54-63 p. ⟨hal-02312318⟩

Collections

EMLYON
31 Consultations
0 Téléchargements

Partager

Gmail Facebook X LinkedIn More