Global markets: Chinese consumers respond to Western brands
Monday, April 20, 2009 - 15:42
in Mathematics & Economics
How do Chinese consumers really feel about Western brands? We often hear that magazines and billboards influence Chinese consumers to imitate Western lifestyles. Meanwhile, Chinese "patriots" are thought to reject Western brands as a symbolic gesture of loyalty to their country. A new study in the Journal of Consumer Research paints a more complex picture.
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