Chinese and British consumers’ evaluation of Chinese and international brands and factors affecting their choice

Sylvie Laforet, Junsong Chen

    Research output: Contribution to journalArticle

    Abstract

    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.
    Original languageEnglish
    Pages (from-to)54–63
    Number of pages10
    JournalJournal of World Business
    Volume47
    Issue number1
    DOIs
    Publication statusPublished - Jan 2012

    Keywords

    • consumers
    • international brands
    • brand choice
    • China
    • UK

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