Online citations, reference lists, and bibliographies.
← Back to Search

The Influence Of Culture On Brand Building In The Chinese Market: A Brief Insight

T. Melewar, M. Meadows, Wenqiang Zheng, R. Rickards
Published 2004 · Business

Cite This
Download PDF
Analyze on Scholarcy
Share
In the eyes of many Western companies, the market in China is difficult to understand and highly unpredictable. Many search for patterns in the market to help their brand-building activities. Few, however, find the real key to success in China. This paper discusses some cultural issues that are related to branding, and gives advice on how to build a strong brand in this rapidly changing marketplace.



This paper is referenced by
10.4018/978-1-4666-4671-1.CHCRF
Compilation of References
A. Goyal (2013)
A different smile, a different story: Global advertising adaptation for Chinese
Lin Shengdong (2012)
10.1016/J.INDMARMAN.2010.09.011
Investigating the implications of business and culture on the behaviour of customers of international firms.
S. Gupta (2011)
10.1108/sbm-12-2018-0107
Sport brands' attraction factors and international fans
Guillaume Bodet (2020)
Senior management perception of strategic international human resource management effectiveness : the case of multinational companies performance in China
Chanzi Bao (2010)
10.1057/S41262-017-0085-X
Luxury brands do not glitter equally for everyone
Farhad Aliyev (2018)
10.1108/14502190810891227
EU enlargement : a case study of branding standardisation
T. Melewar (2008)
Slow Food in China: An Exploratory Study
Nanxi Yan (2015)
10.1016/j.jbusres.2020.02.027
The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty
Sena Ozdemir (2020)
Branding in the Global Arena : The Role of Culture Krueger and Nandan BRANDING IN THE GLOBAL ARENA : THE ROLE OF CULTURE
D. Krueger (2008)
10.1142/S1363919607001862
FIRM OWNERSHIP AND THE DETERMINANTS OF SUCCESS AND FAILURE IN NEW PRODUCT DEVELOPMENT: AN EMPIRICAL STUDY OF MANUFACTURING FIRMS IN THE GUANGDONG PROVINCE OF CHINA
Zhongqi Jin (2007)
10.4018/978-1-4666-4671-1.CH001
Adding Value to Service Brands Through Innovation: A Framework for Emerging Economies
Gozem Guceri-Ucar (2014)
MARKETING MANAGEMENT JOURNAL
M. D'amico (2008)
10.1108/02651330710761026
Aesthetic theory and logo design: examining consumer response to proportion across cultures
Narelle Pittard (2007)
10.1057/s41267-019-00279-9
Chinese multinationals’ fast internationalization: Financial performance advantage in one region, disadvantage in another
Heechun Kim (2020)
A Study of the Factors Affecting Purchase Intention towards Chinese Domestic Fashion Brands and Foreign Fashion Brands - A Comparison of Mainland and Hong Kong University Students' Perspectives
Chiu Yuet Ying (2011)
10.2139/ssrn.3000358
The Beauty Ideal in Chinese Luxury Cosmetics: Adaptation Strategies of Western Companies
Tatjana Mihailovic (2017)
The Comparative Ordered Influence of Brand Equity’s Experiential and Functional Antecedents and Dimensions, and its Consequences on U.S. and Mainland Chinese Consumers
S. A. Broyles (2005)
10.1057/BM.2008.10
A configurational perspective of branding capabilities development in emerging economies: The case of the Chinese cellular phone industry
N. Ni (2008)
The Effect of Sponsorship on Consumer Perception in the Kenyan Oil and Gas Industry
Natasha Haavi (2019)
10.1300/J046v18n03_03
E-Commerce Adoption Among Chinese Consumers
J. Richards (2006)
10.1108/EJM-06-2010-0347
Consumers' responses to sponsorship by foreign companies
Y. Meng-Lewis (2013)
What’s in a Name? : A study on the success factors of brand naming in China
Bart Berende (2012)
10.1016/J.JBUSRES.2013.03.005
Religion, humanism, marketing, and the consumption of socially responsible products, services, and ideas: Introduction to a special topic section
B. Engelland (2014)
10.5539/ASS.V7N7P59
Comments on Relevant Study on Corporate Culture across the Taiwan Straits
Chih-Chung Chen (2011)
DETERMINANTS OF BRAND EQUITY TOWARDS FASHION CLOTHING IN CHINA HE SHUAI A thesis submitted in fulfilment of the requirements for the award of the degree of Master of Management (Technology)
MOHD NORFIAN (2016)
10.1016/J.AUSMJ.2014.10.003
Does culture matter to Chinese consumers? Empirical evidence
G. Elliott (2014)
The Influence of Culture and Biographical Variables on the Brand Image of Google and Baidu:An Exploratory Study in Guangzhou,China
R. C. Handley (2014)
Seeking Cultural Originality: A Critical Study on Contemporary Product Design in China
P. Yu (2018)
10.4018/978-1-4666-8262-7.CH006
A Framework of Brand Strategy and the “Glocalization” Approach: The Case of Indonesia
Arnold Japutra (2015)
Corporate impression formation in online communities : determinants and consequences of online community corporate impressions
Christine Hallier Willi (2013)
Consumers ’ responses to sponsorship by foreign companies Journal Item
Des Thwaites (2019)
See more
Semantic Scholar Logo Some data provided by SemanticScholar