A cultural approach to brand equity: the role of brand mianzi and brand popularity in China
International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in China. A qualitative approach consist...
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| Published in | The journal of brand management Vol. 26; no. 4; pp. 376 - 394 |
|---|---|
| Main Authors | , , , |
| Format | Journal Article |
| Language | English |
| Published |
London
Palgrave Macmillan UK
01.07.2019
Palgrave Macmillan |
| Subjects | |
| Online Access | Get full text |
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| Abstract | International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in China. A qualitative approach consisting of 30 interviews revealed two new factors linking to brand equity: brand popularity and brand
mianzi
. A quantitative questionnaire survey with a sample of 321 Chinese smartphone users was conducted to test the hypotheses. The quantitative study’s findings further revealed that brand popularity and country of origin image affect brand loyalty, brand awareness, perceived quality, and brand
mianzi
. Additionally, the effects of brand popularity and country of origin image on brand equity were mediated by the four determinants. Finally, brand
mianzi
was found to be the second most important determinant of brand equity after brand loyalty, highlighting the importance of cultural factors in branding activities in emerging markets. |
|---|---|
| AbstractList | International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in China. A qualitative approach consisting of 30 interviews revealed two new factors linking to brand equity: brand popularity and brand mianzi. A quantitative questionnaire survey with a sample of 321 Chinese smartphone users was conducted to test the hypotheses. The quantitative study’s findings further revealed that brand popularity and country of origin image affect brand loyalty, brand awareness, perceived quality, and brand mianzi. Additionally, the effects of brand popularity and country of origin image on brand equity were mediated by the four determinants. Finally, brand mianzi was found to be the second most important determinant of brand equity after brand loyalty, highlighting the importance of cultural factors in branding activities in emerging markets. International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in China. A qualitative approach consisting of 30 interviews revealed two new factors linking to brand equity: brand popularity and brand mianzi . A quantitative questionnaire survey with a sample of 321 Chinese smartphone users was conducted to test the hypotheses. The quantitative study’s findings further revealed that brand popularity and country of origin image affect brand loyalty, brand awareness, perceived quality, and brand mianzi . Additionally, the effects of brand popularity and country of origin image on brand equity were mediated by the four determinants. Finally, brand mianzi was found to be the second most important determinant of brand equity after brand loyalty, highlighting the importance of cultural factors in branding activities in emerging markets. |
| Author | Filieri, Raffaele D’Antone, Simona Chatzopoulou, Elena Lin, Zhibin |
| Author_xml | – sequence: 1 givenname: Raffaele surname: Filieri fullname: Filieri, Raffaele email: rfilieri@audencia.com organization: Audencia Business School, Newcastle University Business School – sequence: 2 givenname: Zhibin surname: Lin fullname: Lin, Zhibin organization: Durham University Business School – sequence: 3 givenname: Simona surname: D’Antone fullname: D’Antone, Simona organization: KEDGE Business School – sequence: 4 givenname: Elena surname: Chatzopoulou fullname: Chatzopoulou, Elena organization: Newcastle University Business School |
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| Copyright | Springer Nature Limited 2018 Copyright Palgrave Macmillan Jul 2019 Distributed under a Creative Commons Attribution 4.0 International License |
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| Keywords | Brand Country of origin Brand equity Chinese culture Brand popularity |
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| SubjectTerms | Brand equity Brand loyalty Business administration Business and Management Emerging markets Humanities and Social Sciences Management Market strategy Marketing Original Article |
| Title | A cultural approach to brand equity: the role of brand mianzi and brand popularity in China |
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