| Abstract: |
This study examines cultural factors influencing brand building strategies in
the Chinese market. Our purpose is to investigate what Chinese consumers value
in a brand, examining consumer behavior as well as manufacturers and their
business strategies to respond to customers. Findings show a positive
correlation between branding strategies considering cultural factors and
business success in China, implicating that culture, lifestyle, and economic
development influence customers’ attitude towards a brand. In particular,
brand image, a connection with a social group, and a strong need to avoid
uncertainty, reflect dominant culture values in the purchase decision of
consumer goods, implicating that they are valued as a reflection of Chinese
consumers’ own cultural values. The paper concludes with a discussion about
implications and suggestions for future research. |