nep-ipr New Economics Papers
on Intellectual Property Rights
Issue of 2014‒05‒04
two papers chosen by
Giovanni Ramello
Universita' del Piemonte Orientale Amedeo Avogadro

  1. Estimating UK investment in intangible assets and Intellectual Property Rights By Haskel, J; Goodridge, P; Wallis, G
  2. Branding as a reflection of culture - An analysis of brand consumption patterns in China By Tristan Klocke; Joana César Machado

  1. By: Haskel, J; Goodridge, P; Wallis, G
    Date: 2014–04–16
  2. By: Tristan Klocke (Faculdade de Economia e Gestão, Universidade Católica Portuguesa - Porto); Joana César Machado (Faculdade de Economia e Gestão and CEGE, Universidade Católica Portuguesa - Porto)
    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.
    Keywords: China, consumer goods, culture, consumption, branding
    Date: 2014–04

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