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From Chinese Brand Culture to Global Brands

In: From Chinese Brand Culture to Global Brands

Author

Listed:
  • Wu Zhiyan

    (Shanghai Institute of Foreign Trade)

  • Janet Borgerson

    (Rochester Institute of Technology)

  • Jonathan Schroeder

    (Rochester Institute of Technology)

Abstract

Chinese-styled branding, conceived as a process that generates cultural meaning and value, can be productively considered in a conceptual space located between managerial strategy and consumer interpretation, with implications for brand management and research. Creating a frame for this space directs attention to a perceived gap between managerial intention and market response. We suggest that the potential of Chinese branding can be elaborated through the notions of co-creation and circulation between brands and cultures.

Suggested Citation

  • Wu Zhiyan & Janet Borgerson & Jonathan Schroeder, 2013. "From Chinese Brand Culture to Global Brands," Palgrave Macmillan Books, in: From Chinese Brand Culture to Global Brands, chapter 5, pages 151-166, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27635-3_6
    DOI: 10.1057/9781137276353_6
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    Citations

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    Cited by:

    1. Matthew Ming-Tak Chew, 2022. "The Instrumental Consumption of Ethnic Culture: Assessing Two Economically Driven Ways of Consuming the Cheongsam in China," SAGE Open, , vol. 12(2), pages 21582440221, May.
    2. Mark Buschgens & Bernardo Figueiredo & Kaleel Rahman, 2020. "How brand owners construct imagined worlds with brand visual aesthetics," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 266-283, May.
    3. Celhay, Franck & Cheng, Peiyao & Masson, Josselin & Li, Wenhua, 2020. "Package graphic design and communication across cultures: An investigation of Chinese consumers' interpretation of imported wine labels," International Journal of Research in Marketing, Elsevier, vol. 37(1), pages 108-128.
    4. Klaus Heine & Glyn Atwal & Jiaxun He, 2019. "Managing country-of-origin affiliations for luxury brand-building in China," Post-Print hal-02312231, HAL.
    5. Voyer, Benjamin G. & Kastanakis, Minas N. & Rhode, Ann Kristin, 2017. "Co-creating stakeholder and brand identities: A cross-cultural consumer perspective," Journal of Business Research, Elsevier, vol. 70(C), pages 399-410.
    6. Steven Chen & Eric Shih, 2019. "City branding through cinema: the case of postcolonial Hong Kong," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 505-521, September.

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