In Beijing, does a desire for status mean Chevrolets over Senovas?
Tuesday, June 23, 2015 - 12:30
in Mathematics & Economics
Everyone in China knows global automobile brands such as Ford and Chevrolet. But do those brands really sell better than local ones such as Senova or Eado? The answer is yes, and the reason lies in a complicated mix of brand recognition and local culture, according to a new study in the Journal of International Marketing.