dc.contributor.author | Jin, Ting | |
dc.contributor.author | Shao, Wei | |
dc.contributor.author | Griffin, Deborah | |
dc.contributor.author | Ross, Mitchell | |
dc.date.accessioned | 2019-05-29T12:38:28Z | |
dc.date.available | 2019-05-29T12:38:28Z | |
dc.date.issued | 2018 | |
dc.identifier.issn | 1758-7212 | |
dc.identifier.doi | 10.1108/YC-09-2017-00740 | |
dc.identifier.uri | http://hdl.handle.net/10072/381083 | |
dc.description.abstract | Purpose – 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.peerreviewed | Yes | |
dc.language | English | |
dc.language.iso | eng | |
dc.publisher | Emerald Group Publishing | |
dc.publisher.place | United Kingdom | |
dc.relation.ispartofpagefrom | 55 | |
dc.relation.ispartofpageto | 69 | |
dc.relation.ispartofissue | 1 | |
dc.relation.ispartofjournal | Young Consumers | |
dc.relation.ispartofvolume | 19 | |
dc.subject.fieldofresearch | Consumer-oriented product or service development | |
dc.subject.fieldofresearch | Consumer behaviour | |
dc.subject.fieldofresearchcode | 350602 | |
dc.subject.fieldofresearchcode | 350601 | |
dc.title | How young Chinese consumers view Chinese brands | |
dc.type | Journal article | |
dc.type.description | C1 - Articles | |
dc.type.code | C - Journal Articles | |
gro.faculty | Griffith Business School, Department of Marketing | |
gro.hasfulltext | No Full Text | |
gro.griffith.author | Shao, Wei D. | |