A cultural approach to brand equity: the role of brand mianzi and brand popularity in China

• Published in: The journal of brand management Vol. 26; no. 4; pp. 376 - 394
• Main Authors: Filieri, Raffaele, Lin, Zhibin, D’Antone, Simona, Chatzopoulou, Elena
• Format: Journal Article
• Language: English
• Published: London Palgrave Macmillan UK 01.07.2019; Palgrave Macmillan
• Subjects: Brand equity; Brand loyalty; Business administration; Business and Management; Emerging markets; Humanities and Social Sciences; Management; Market strategy; Marketing; Original Article; China; Brand; Country of origin; Brand equity; Chinese culture; Brand popularity

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...