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

Author

Listed:
  • Sylvie Laforet

    (EM - EMLyon Business School)

  • Junsong Chen

Abstract

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.

Suggested Citation

  • Sylvie Laforet & Junsong Chen, 2012. "Chinese and British consumers’ evaluation of Chinese and international brands and factors affecting their choice," Post-Print hal-02312318, HAL.
    • Handle: RePEc:hal:journl:hal-02312318
    as

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    Citations

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    Cited by:

    1. Ye Yang & Angela Paladino, 2015. "The case of wine: understanding Chinese gift-giving behavior," Marketing Letters, Springer, vol. 26(3), pages 335-361, September.
    2. Eng, Teck-Yong & Ozdemir, Sena & Michelson, Grant, 2016. "Brand origin and country of production congruity: Evidence from the UK and China," Journal of Business Research, Elsevier, vol. 69(12), pages 5703-5711.
    3. Casado-Aranda, Luis-Alberto & Sánchez-Fernández, Juan & Ibáñez-Zapata, José-à ngel & Liébana-Cabanillas, F.J., 2020. "How consumer ethnocentrism modulates neural processing of domestic and foreign products: A neuroimaging study," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    4. Farías, Pablo, 2015. "Determinantes do sucesso de marcas globais e locais na América Latina," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 55(5), September.
    5. Luis-Alberto, Casado-Aranda & Angelika, Dimoka & Juan, Sánchez-Fernández, 2021. "Looking at the brain: Neural effects of “made in†labeling on product value and choice," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Ercan Yasar & Güray Akalin & Sinan Erdogan & Samuel Asumadu Sarkodie, 2022. "Trading Kuznets curve: empirical analysis for China," Empirica, Springer;Austrian Institute for Economic Research;Austrian Economic Association, vol. 49(3), pages 741-768, August.
    7. Bernhard Swoboda & Carolina Sinning, 2021. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations," Management International Review, Springer, vol. 61(4), pages 563-598, August.
    8. Deephouse, David L. & Newburry, William & Soleimani, Abrahim, 2016. "The effects of institutional development and national culture on cross-national differences in corporate reputation," Journal of World Business, Elsevier, vol. 51(3), pages 463-473.
    9. Sun, Minghui & Zhang, Xiaoyu & Ryan, Chris, 2015. "Perceiving tourist destination landscapes through Chinese eyes: The case of South Island, New Zealand," Tourism Management, Elsevier, vol. 46(C), pages 582-595.
    10. Sinha, Priyank & Sainy, Romi, 2021. "How can Indian small-scale fashion retailers survive COVID-19 disruption?-A Brand Portfolio Optimization Perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    11. Matheus Frohlich Marquetto & Nelson Guilherme Machado Pinto & Márcia Zampieri Grohmann & Luciana Flores Battistella, 2017. "Knowing the Fans Behaviour in Relation To Love of Football Clubs Brands," Brazilian Business Review, Fucape Business School, vol. 14(3), pages 272-287, May.

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