Guanxi and Chinese brand loyalty

Liane Wai Ying Lee, Yiming Tang

Research output: Contribution to journalConference paperResearchpeer-review

Abstract

This exploratory study examined how brand loyalty can be established in a non-Western market where Chinese customers are motivated to be loyal to a brand by cultural drivers, specifically guanxi (personal relationships) and mianzi (face). The brand loyalty of Chinese customers for financial products in Hong Kong and mainland China was investigated using a qualitative, grounded theory approach. Nine semi-structured, in- depth interviews were conducted with three expert interviewees. The results demonstrate that companies can cement client loyalty through using guanxi as an attitudinal trait to secure introductions in a buyer-seller relationship. Sellers strive to join a client’s guanxi network and then accumulate credit for offering good value and showing respect. They trade favours and later call in debts. This has been one of the first studies to use grounded theory to investigate the influence of key Chinese cultural attributes on brand loyalty to financial products*.

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Guanxi
Brand loyalty
Grounded theory
Financial products
Credit
Loyalty
Join
In-depth interviews
Debt
Buyer-seller relationships
Seller
Exploratory study
Personal relationships
Mainland China
Cement
Hong Kong

Cite this

Lee, Liane Wai Ying ; Tang, Yiming. / Guanxi and Chinese brand loyalty. In: ANZMAC 2014 : Annual Conference proceedings : Agents of change. 2014 ; pp. 433-440.
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title = "Guanxi and Chinese brand loyalty",
abstract = "This exploratory study examined how brand loyalty can be established in a non-Western market where Chinese customers are motivated to be loyal to a brand by cultural drivers, specifically guanxi (personal relationships) and mianzi (face). The brand loyalty of Chinese customers for financial products in Hong Kong and mainland China was investigated using a qualitative, grounded theory approach. Nine semi-structured, in- depth interviews were conducted with three expert interviewees. The results demonstrate that companies can cement client loyalty through using guanxi as an attitudinal trait to secure introductions in a buyer-seller relationship. Sellers strive to join a client’s guanxi network and then accumulate credit for offering good value and showing respect. They trade favours and later call in debts. This has been one of the first studies to use grounded theory to investigate the influence of key Chinese cultural attributes on brand loyalty to financial products*.",
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Guanxi and Chinese brand loyalty. / Lee, Liane Wai Ying; Tang, Yiming.

In: ANZMAC 2014 : Annual Conference proceedings : Agents of change, 2014, p. 433-440.

Research output: Contribution to journalConference paperResearchpeer-review

TY - JOUR

T1 - Guanxi and Chinese brand loyalty

AU - Lee, Liane Wai Ying

AU - Tang, Yiming

PY - 2014

Y1 - 2014

N2 - This exploratory study examined how brand loyalty can be established in a non-Western market where Chinese customers are motivated to be loyal to a brand by cultural drivers, specifically guanxi (personal relationships) and mianzi (face). The brand loyalty of Chinese customers for financial products in Hong Kong and mainland China was investigated using a qualitative, grounded theory approach. Nine semi-structured, in- depth interviews were conducted with three expert interviewees. The results demonstrate that companies can cement client loyalty through using guanxi as an attitudinal trait to secure introductions in a buyer-seller relationship. Sellers strive to join a client’s guanxi network and then accumulate credit for offering good value and showing respect. They trade favours and later call in debts. This has been one of the first studies to use grounded theory to investigate the influence of key Chinese cultural attributes on brand loyalty to financial products*.

AB - This exploratory study examined how brand loyalty can be established in a non-Western market where Chinese customers are motivated to be loyal to a brand by cultural drivers, specifically guanxi (personal relationships) and mianzi (face). The brand loyalty of Chinese customers for financial products in Hong Kong and mainland China was investigated using a qualitative, grounded theory approach. Nine semi-structured, in- depth interviews were conducted with three expert interviewees. The results demonstrate that companies can cement client loyalty through using guanxi as an attitudinal trait to secure introductions in a buyer-seller relationship. Sellers strive to join a client’s guanxi network and then accumulate credit for offering good value and showing respect. They trade favours and later call in debts. This has been one of the first studies to use grounded theory to investigate the influence of key Chinese cultural attributes on brand loyalty to financial products*.

M3 - Conference paper

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EP - 440

JO - ANZMAC 2014 : Annual Conference proceedings : Agents of change

T2 - ANZMAC 2014 : Annual Conference proceedings : Agents of change

JF - ANZMAC 2014 : Annual Conference proceedings : Agents of change

SN - 1447-3275

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