IDEAS home Printed from https://ideas.repec.org/a/igg/jcrmm0/v8y2017i3p54-69.html
   My bibliography  Save this article

Perceived Positioning of ‘Made in China': Perspective of Means-End Theory

Author

Listed:
  • Hashim Zameer

    (College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China)

  • Ying Wang

    (College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China)

  • Humaira Yasmeen

    (College of Economics and Management, Nanjing University of Aeronautics and Astronautics, Nanjing, China)

Abstract

Marketing a product to global consumers is a challenge due to intense competition and consumer biases toward specific country in global market. This paper has been used to address the specific challenge of country made in label in context of ‘Made in China' because China is largest manufacturer and exporter in the world. A conceptual framework has been drawn using extant literature to determine the perceived positioning of ‘Made in China' label. For conceptualization of this study means-end theory has been used which determine product characteristics at superior level. The proposed conceptual framework provides strong managerial insights and indicates that positioning of ‘Made in China' label is significantly influenced at cognitive, normative and affective level. Authors believe this framework as a valuable guideline for brands those are thinking to approach global consumers. This study is also comprised of the mechanism that can be used by firms to handle the perceived positioning of ‘Made in China'.

Suggested Citation

  • Hashim Zameer & Ying Wang & Humaira Yasmeen, 2017. "Perceived Positioning of ‘Made in China': Perspective of Means-End Theory," International Journal of Customer Relationship Marketing and Management (IJCRMM), IGI Global Scientific Publishing, vol. 8(3), pages 54-69, July.
    • Handle: RePEc:igg:jcrmm0:v:8:y:2017:i:3:p:54-69
    as

    Download full text from publisher

    File URL: https://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/IJCRMM.2017070104
    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:jcrmm0:v:8:y:2017:i:3:p:54-69. 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.