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- Title
Global Brands in the Context of China: Insights into Chinese Consumer Decision Making.
- Authors
Rosenbloom, Al; Haefner, James; Joong-won Lee
- Abstract
This paper explores Chinese consumer decision making in relation to ten global brands. The paper uses four constructs (brand familiarity, brand liking, brand trust and knowing a brand's country of origin) to predict brand purchase intent within a sample of Chinese consumers. This research also explores how Chinese consumer self-perceptions of cosmopolitanism, ethnocentrism, global-local identity and identification with a global consumer culture might also influence global brand purchase intent. Regression models were built for all ten global brands, with the hierarchy model providing the strongest evidence. Familiarity, trust and liking generally explained a significant portion of the variance.
- Subjects
CONSUMER research; CONSUMER behavior; DECISION making; COSMOPOLITANISM; ETHNOCENTRISM; REGRESSION analysis
- Publication
International Journal of China Marketing, 2012, Vol 3, Issue 1, p20
- ISSN
2156-6186
- Publication type
Article