Transferring Corporate-level Brand Evaluations to Product-level Brand Evaluations: the Context of Chinese Car Brands

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Author(s)
Primary Supervisor
Merrilees, William
Other Supervisors
Weaven, Scott
Bodey, Kelli
Li, Jian
Year published
2017
Metadata
Show full item recordAbstract
A number of discussions have taken place in the recent decade on how to build a successful brand in an increasingly globalised market, including in the emerging markets. China as an attractive emerging market has gained a lot of researchers to conduct research from the macro- or micro-view to discuss the branding issues. Among these discussions, however, there are big gaps for the branding issue in terms of the corporate image transferring to product brand performance, and the influence of corporate brands vis-á-vis product brands on consumer behaviours. Meanwhile, joint ventures as the most popular form for foreign investment ...
View more >A number of discussions have taken place in the recent decade on how to build a successful brand in an increasingly globalised market, including in the emerging markets. China as an attractive emerging market has gained a lot of researchers to conduct research from the macro- or micro-view to discuss the branding issues. Among these discussions, however, there are big gaps for the branding issue in terms of the corporate image transferring to product brand performance, and the influence of corporate brands vis-á-vis product brands on consumer behaviours. Meanwhile, joint ventures as the most popular form for foreign investment in China, has not received sufficient research toward branding issues, presenting another valuable literature gap to fulfil.
View less >
View more >A number of discussions have taken place in the recent decade on how to build a successful brand in an increasingly globalised market, including in the emerging markets. China as an attractive emerging market has gained a lot of researchers to conduct research from the macro- or micro-view to discuss the branding issues. Among these discussions, however, there are big gaps for the branding issue in terms of the corporate image transferring to product brand performance, and the influence of corporate brands vis-á-vis product brands on consumer behaviours. Meanwhile, joint ventures as the most popular form for foreign investment in China, has not received sufficient research toward branding issues, presenting another valuable literature gap to fulfil.
View less >
Thesis Type
Thesis (PhD Doctorate)
Degree Program
Doctor of Philosophy (PhD)
School
Griffith School of Business
Copyright Statement
The author owns the copyright in this thesis, unless stated otherwise.
Subject
Corporate brand
Product brand
Emerging markets, China
Car brands, China