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

Charles Chin Chiu Tam; Greg Elliott

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

Charles Chin Chiu Tam, Greg Elliott

Department of Management

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

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 language	English
Title of host publication	ANZMAC 2010
Subtitle of host publication	proceedings : doing more with less
Editors	Paul Ballantine, Jörg Finsterwalder
Place of Publication	Christchurch, New Zealand
Publisher	University of Canterbury
Number of pages	9
ISBN (Print)	9780473178208
Publication status	Published - 2010
Event	Australian and New Zealand Marketing Academy Conference (2010) - Christchurch, New Zealand Duration: 29 Nov 2010 → 1 Dec 2010

Conference

Conference	Australian and New Zealand Marketing Academy Conference (2010)
City	Christchurch, New Zealand
Period	29/11/10 → 1/12/10

Keywords

cross cultural consumer behaviour
branding
China

Access to Document

http://anzmac2010.org/proceedings/pdf/ANZMAC10Final00191.pdf

Cite this

@inproceedings{0cb4ecea6c0a42b995c099a9a032dfa0,

title = "Do brands matter to Chinese consumers? A cross-regional analysis",

abstract = "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.",

keywords = "cross cultural consumer behaviour, branding, China",

author = "Tam, {Charles Chin Chiu} and Greg Elliott",

year = "2010",

language = "English",

isbn = "9780473178208",

editor = "Paul Ballantine and J{\"o}rg Finsterwalder",

booktitle = "ANZMAC 2010",

publisher = "University of Canterbury",

note = "Australian and New Zealand Marketing Academy Conference (2010) ; Conference date: 29-11-2010 Through 01-12-2010",

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Tam, CCC & Elliott, G 2010, Do brands matter to Chinese consumers? A cross-regional analysis. in P Ballantine & J Finsterwalder (eds), ANZMAC 2010: proceedings : doing more with less. University of Canterbury, Christchurch, New Zealand, Australian and New Zealand Marketing Academy Conference (2010), Christchurch, New Zealand, 29/11/10. <http://anzmac2010.org/proceedings/pdf/ANZMAC10Final00191.pdf>

Do brands matter to Chinese consumers? A cross-regional analysis. / Tam, Charles Chin Chiu; Elliott, Greg.
ANZMAC 2010: proceedings : doing more with less. ed. / Paul Ballantine; Jörg Finsterwalder. Christchurch, New Zealand: University of Canterbury, 2010.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

TY - GEN

T1 - Do brands matter to Chinese consumers? A cross-regional analysis

AU - Tam, Charles Chin Chiu

AU - Elliott, Greg

PY - 2010

Y1 - 2010

N2 - 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.

AB - 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.

KW - cross cultural consumer behaviour

KW - branding

KW - China

M3 - Conference proceeding contribution

SN - 9780473178208

BT - ANZMAC 2010

A2 - Ballantine, Paul

A2 - Finsterwalder, Jörg

PB - University of Canterbury

CY - Christchurch, New Zealand

T2 - Australian and New Zealand Marketing Academy Conference (2010)

Y2 - 29 November 2010 through 1 December 2010

ER -

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

Abstract

Conference

Keywords

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