Do brands matter to Chinese consumers? A cross-regional analysis

Charles Chin Chiu Tam, Greg Elliott

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


This paper explores two fundamental aspects of branding in China. Firstly, how important is branding to Chinese consumers? Secondly, are there significant differences in the brand choices of Chinese conumers in different regional Chinese markets? Respondents in three Chinese cities (Hong Kong, Shanghai and Chongqing) were asked to evaluate combinations of a hypothetical product (domestic air conditioning) varying in brands, prices and country of-origin. Tests were conducted for significant differences in ratings of product attitude, perceived product quality and purchase intention. The results show that brands are uniformly more important than country of origin and price. In contrast, the study identifies differences in brand preferences across the three locations.
Original languageEnglish
Title of host publicationANZMAC 2010
Subtitle of host publicationproceedings : doing more with less
EditorsPaul Ballantine, Jörg Finsterwalder
Place of PublicationChristchurch, New Zealand
PublisherUniversity of Canterbury
Number of pages9
ISBN (Print)9780473178208
Publication statusPublished - 2010
EventAustralian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand
Duration: 29 Nov 20101 Dec 2010


ConferenceAustralian and New Zealand Marketing Academy Conference (2010)
CityChristchurch, New Zealand


  • cross cultural consumer behaviour
  • branding
  • China


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