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

Qing Shan Ding; Robert Bradshaw; Len Tiu Wright

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

Qing Shan Ding, Robert Bradshaw, Len Tiu Wright

언어ENG
URLhttps://db.koreascholar.com/Article/Detail/271090

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Global Marketing Conference

2014 Global Marketing Conference at Singapore (2014.07)
pp.401-414

글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)

초록

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.

저자

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

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