Consumer Attitude Toward Global Brands - The Perspective of Chinese Consumers

2008 ◽  
Vol 12 (1) ◽  
pp. 1
Author(s):  
Insik Jeong ◽  
Shufeng Xiao
Keyword(s):  
Consumer Attitude ◽  
Chinese Consumers ◽  
Global Brands

scholarly journals Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands

2016 ◽  
Vol 47 (4) ◽  
pp. 83-92
Author(s):  
S. Y. Tzeng ◽  
W. M. Wong
Keyword(s):  
Decision Making ◽  
Marketing Strategies ◽  
High Price ◽  
Chinese Consumers ◽  
High Quality ◽  
Global Brands ◽  
Decision Making Styles ◽  
Managerial Implications ◽  
Foreign Brands ◽  
Sports Shoes

This study explores consumers’ decision-making in terms of intention to switch to foreign brands from domestic brands when purchasing cell phones and sports shoes. A survey of 584 undergraduates in Guangdong, China, shows that domestic brands retain their low quality-conscious, low fashion-and-recreational-conscious and low price-conscious customers and attract low brand-conscious and high choice-confused buyers from foreign brands. Foreign brands typically retain their consumers who are highly conscious of fashion and recreation and keep and draw customers with low choice confusion. High-price-conscious consumers and those who are highly brand-confused will assess foreign and domestic brands when searching for bargains. Regarding managerial implications, local brands should offer products of high quality at low pricesand constantly invest in R&D; foreign brands may expand their customer bases and build interactive brand channels; all companies can retain brand-confused customers with preferential packages and design their marketing strategies based on decision-making styles of their target consumers.

Staying in the middle or avoiding extremes? A test of the effect of rating scale length in advertising research with Chinese consumers

2019 ◽  
Vol 62 (4) ◽  
pp. 418-431
Author(s):  
Cong Li ◽  
Gunwoo Yoon ◽  
John Petit
Keyword(s):  
Rating Scale ◽  
East Asian ◽  
Consumer Attitude ◽  
Advertising Research ◽  
Chinese Consumers ◽  
Cultural Impact ◽  
Advertising Context ◽  
Experimental Findings ◽  
Asian Consumers ◽  
Scale Length

Given the rapid growth of many Asian economies in recent years, Asian advertising research is attracting increasing attention. However, systematic examinations of how to move this body of research forward from both theoretical and methodological perspectives are lacking. This study discusses a method-related issue in Asian advertising research, specifically focusing on the rating scale length used in measuring consumer attitude and behavioral intention. The experiment examines whether using different rating scale lengths (i.e., 1–3, 1–5, 1–7, and 1–9) will produce inconsistent research results due to the influence of Confucianism on East Asian consumers’ response style. Based on the experimental findings, a theoretical discussion of how to consider the cultural impact on measurement in an East Asian advertising context is provided.

Brand expansion through reverse socialization: an example of iPhone in China

2020 ◽  
Vol 23 (1) ◽  
pp. 1-20
Author(s):  
Ruoshui Jiao ◽  
Jack Wei
Keyword(s):  
Design Methodology ◽  
Positive Influence ◽  
Cross Cultural ◽  
Cultural Barriers ◽  
Chinese Consumers ◽  
Content Type ◽  
Global Brands ◽  
Symbolic Meanings ◽  
Managerial Implications ◽  
Practical Implications

Purpose One of the greatest challenges that global brands face as they expand into new markets and segments is overcoming social and cultural barriers that prevent them from being accepted by consumers. By drawing on theories of Mead’s prefigurative cultures, reverse socialization and symbolic interactionism, this paper aims to investigate the process of reverse socialization, the antecedents and its impact on parents’ attitude toward the reverse socialized brand. Design/methodology/approach Using in-depth interviewing method, data were collected from 20 Chinese consumers by capturing the accounts of both parents and their children involved in reverse socialization. The interpretive content analysis was used to study the data. Findings Reverse socialization exerts positive influence on brand attitude and facilitates parents’ adoption of the socialized brand. The brand has acquired additional symbolic meanings for Chinese consumers, which in turn enhances self-brand connections among them. Practical implications Managerial implications include strategies for cross-cultural marketers to maximize the acceptance of brands by elderly consumers through reverse socialization and efficiently expand the brands’ market into more segments. Originality/value As the first research of its kind (to the authors’ knowledge), the findings fill a gap in the marketing literature by demonstrating adult children’s influence on parents through reverse socialization.

scholarly journals Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect

2019 ◽  
Vol 27 (3) ◽  
pp. 79-97 ◽  
Author(s):  
Xiaoling Guo ◽  
Martin Heinberg ◽  
Shaoming Zou
Keyword(s):  
Emerging Market ◽  
Negative Relationship ◽  
Product Category ◽  
Consumer Attitudes ◽  
Consumer Attitude ◽  
Cultural Resources ◽  
Global Brands ◽  
Global Companies ◽  
Negative Effect ◽  
Symbolic Products

The extant literature has not examined the conditions that govern integrative and exclusionary reactions to cultural hybrid products with sufficient detail. Within an emerging-market setting, this study explores how culturally mixed symbolic products (CMSPs) from foreign global brands can avoid antagonistic consumer attitudes. Building on social categorization theory, the authors argue that foreign global brands are viewed as belonging to an out-group and may thus encounter difficulties in tapping local cultural capital, resulting in a negative relationship between brand globalness and consumer attitude toward CMSPs. However, they contend that product category moderates this relationship such that there is a stronger negative effect for nonfood products than for food products. Moreover, the authors theorize that (1) cultural respect by foreign global companies directly enhances consumer attitudes toward CMSPs and (2) cultural respect attenuates the negative brand globalness–CMSP attitude link. These hypotheses are tested using a representative consumer sample from eight provinces/municipalities in China (n = 646). Results provide important implications for global companies on how to benefit from local cultural resources in their localization processes.

scholarly journals How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China

2017 ◽  
Vol 12 (11) ◽  
pp. 111 ◽  
Author(s):  
Chunling Yu ◽  
Lily Dong
Keyword(s):  
Structural Equation ◽  
Emerging Market ◽  
National Sample ◽  
Equation Modeling ◽  
Age Difference ◽  
Chinese Consumers ◽  
Global Brands ◽  
Brand Quality ◽  
Global Brand ◽  
Social Prestige

The purpose of this study is to explore the influence of consumers’ perceived brand globalness (PBG) on their brand attitudes in the emerging market that has experienced rapid growth and transition. We also examine the moderating effect of the age difference on the relationship between PBG and brand attitude. Building from prior research in global branding, we develop a framework to illustrate how motivating factors drive consumers’ desire for global brands in the emerging market of China. A scale is developed and tested on a national sample of Chinese consumers using structural equation modeling. The results indicate that perceived globalness of brands affects consumers’ attitude indirectly through three factors, namely, perceived brand quality (PBQ), perceived social prestige (PSP), and perceived association of consumption trend (PACT) associated with owning or consuming a global brand in emerging market. PACT is the strongest pathway, which suggests that Chinese consumers are more interested in keeping up with the world fashion and being modern whereas the influence of quality and social prestige is decreasing. In addition, various effects of these factors are examined in different generations of consumers.

scholarly journals Away from home: How young Chinese consumers travel with global brands?

2019 ◽  
Vol 46 ◽  
pp. 87-94 ◽  
Author(s):  
Benedetta Cappellini ◽  
Sameer Hosany ◽  
Dorothy A. Yen ◽  
Qionglei Yu
Keyword(s):  
Chinese Consumers ◽  
Global Brands
Sign in / Sign up

Export Citation Format

Share Document