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dc.contributor.authorJin, Ting
dc.contributor.authorShao, Wei
dc.contributor.authorGriffin, Deborah
dc.contributor.authorRoss, Mitchell
dc.date.accessioned2019-05-29T12:38:28Z
dc.date.available2019-05-29T12:38:28Z
dc.date.issued2018
dc.identifier.issn1758-7212
dc.identifier.doi10.1108/YC-09-2017-00740
dc.identifier.urihttp://hdl.handle.net/10072/381083
dc.description.abstractPurpose – This study aims to explore the perceptions about Chinese brands from the point of views of young Chinese consumers. Design/methodology/approach – A qualitative method is used including focus groups and in-depth personal interviews with young Chinese consumers who are currently living and working in Australia. Findings – Two key findings emerge from the results, namely, young Chinese consumers attach symbolic values to Chinese brands and Chinese brands are perceived positively by young Chinese consumers. Research limitations/implications – This study demonstrates that symbolic values (such as pride, lifestyle, feeling of home and being happy) constitute one of the primary motivations for young Chinese consumers’ purchase of domestic brands. The results of this study challenge the traditional view that Chinese brands are perceived negatively in the Chinese market. Originality/value – This is one of the very few studies investigating how young Chinese consumers perceive brands from their home country rather than foreign brands.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherEmerald Group Publishing
dc.publisher.placeUnited Kingdom
dc.relation.ispartofpagefrom55
dc.relation.ispartofpageto69
dc.relation.ispartofissue1
dc.relation.ispartofjournalYoung Consumers
dc.relation.ispartofvolume19
dc.subject.fieldofresearchConsumer-oriented product or service development
dc.subject.fieldofresearchConsumer behaviour
dc.subject.fieldofresearchcode350602
dc.subject.fieldofresearchcode350601
dc.titleHow young Chinese consumers view Chinese brands
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.facultyGriffith Business School, Department of Marketing
gro.hasfulltextNo Full Text
gro.griffith.authorRoss, Mitchell J.
gro.griffith.authorGriffin, Deborah
gro.griffith.authorShao, Wei D.
gro.griffith.authorJin, Ting


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