IDEAS home Printed from https://ideas.repec.org/a/igg/jabim0/v1y2010i4p30-42.html
   My bibliography  Save this article

Creating a Chinese “Miele”? Asymmetries in the Consumer Perception of Chinese and German Brands

Author

Listed:
  • Cora F. Jungbluth

    (Heidelberg University, Germany)

Abstract

This paper analyzes the country-of-origin effects of Chinese brands going international. To approach this topic, the author uses a comparative case study, in which a Chinese manufacturer of white goods, Haier, and a German manufacturer, Miele, serve as examples. Fueled by “China trash” reports in EU and US media, the image of China as country of origin still has a negative connotation. The Chinese government and Chinese companies are working to change this image, since they both regard branding as important means for corporate internationalization. This paper argues that Chinese brands could achieve a similar development as did Japanese and Korean brands in the second half of the last century.

Suggested Citation

  • Cora F. Jungbluth, 2010. "Creating a Chinese “Miele”? Asymmetries in the Consumer Perception of Chinese and German Brands," International Journal of Asian Business and Information Management (IJABIM), IGI Global, vol. 1(4), pages 30-42, October.
    • Handle: RePEc:igg:jabim0:v:1:y:2010:i:4:p:30-42
    as

    Download full text from publisher

    File URL: http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/jabim.2010100103
    Download Restriction: no
    ---><---

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:igg:jabim0:v:1:y:2010:i:4:p:30-42. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Journal Editor (email available below). General contact details of provider: https://www.igi-global.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.