Chinese and British consumers’ evaluation of Chinese and international brands and factors affecting their choice
نویسندگان
چکیده
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. Crown Copyright 2010 Published by Elsevier Inc. All rights reserved. * Corresponding author. Tel.: +44 0114 2223341; fax: +44 0114 2223348. E-mail addresses: [email protected] (S. Laforet), [email protected] (J. Chen). 1 Tel.: +86 021 2890; fax: +86 021 2890.
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