KOREASCHOLAR

BRAND ORIGIN AND PRODUCT PREFERENCE: A STUDY OF URBAN ADULT CHINESE CONSUMERS

Qing Shan Ding, Robert Bradshaw, Len Tiu Wright
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271090
Download
Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.401-414
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This paper presents a research study into urban adult Chinese consumers’ preferences in China with an analysis of the literature on country of origin effects on consumer brand preferences. The study implemented a mixed methods approach. Analysis of quantitative and qualitative data with results and conclusions are given.

Keyword
Author
  • Qing Shan Ding(University of Huddersfield)
  • Robert Bradshaw(De Montfort University)
  • Len Tiu Wright(University of Huddersfield)