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Branding as a reflection of culture - An analysis of brand consumption patterns in China

Author

Listed:
  • Tristan Klocke

    (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto)

  • Joana César Machado

    (Faculdade de Economia e Gestão and CEGE, Universidade Católica Portuguesa - Porto)

Abstract

This study examines cultural factors influencing brand building strategies in the Chinese market. Our purpose is to investigate what Chinese consumers value in a brand, examining consumer behavior as well as manufacturers and their business strategies to respond to customers. Findings show a positive correlation between branding strategies considering cultural factors and business success in China, implicating that culture, lifestyle, and economic development influence customers’ attitude towards a brand. In particular, brand image, a connection with a social group, and a strong need to avoid uncertainty, reflect dominant culture values in the purchase decision of consumer goods, implicating that they are valued as a reflection of Chinese consumers’ own cultural values. The paper concludes with a discussion about implications and suggestions for future research.

Suggested Citation

  • Tristan Klocke & Joana César Machado, 2014. "Branding as a reflection of culture - An analysis of brand consumption patterns in China," Working Papers de Gestão (Management Working Papers) 01, Católica Porto Business School, Universidade Católica Portuguesa.
    • Handle: RePEc:cap:mpaper:012014
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    References listed on IDEAS

    as
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    2. Cheng Wang & Xiaohua Lin, 2009. "Migration of Chinese Consumption Values: Traditions, Modernization, and Cultural Renaissance," Journal of Business Ethics, Springer, vol. 88(3), pages 399-409, October.
    3. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    China; consumer goods; culture; consumption; branding;
    All these keywords.

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