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Away from home: How young Chinese consumers travel with global brands?

Cappellini, Benedetta, Hosany, Sameer, Yen, Dorothy A., Yu, Qionglei (2019) Away from home: How young Chinese consumers travel with global brands? Journal of Retailing and Consumer Services, 46 . pp. 87-94. ISSN 0969-6989. (doi:10.1016/j.jretconser.2017.10.012) (KAR id:67584)


This interpretive study investigates how a group of young Chinese students consume global brands of American origins, in China and in the UK. More specifically, this research examines how meanings attached to global food brands travel abroad with consumers and investigates the relationship between brand consistency and brand meanings across national boundaries. Findings from a thematic analysis of focus group interviews conducted over a nine-month period, reveal that some brand meanings are context and culture specific (contextual meanings) while other meanings travel with consumers across borders (core meanings). Theoretically, this study shows how global brands provide a platform of structural meanings, ideas and practices that are global and globalising in themselves, allowing a degree of fluidity and adaptation in relation to the local context of consumption. © 2017 Elsevier Ltd.

Item Type: Article
DOI/Identification number: 10.1016/j.jretconser.2017.10.012
Uncontrolled keywords: Global brands; Brand meanings; Chinese consumers; Travelling consumers
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Qionglei Yu
Date Deposited: 11 Jul 2018 11:52 UTC
Last Modified: 09 Dec 2022 09:22 UTC
Resource URI: (The current URI for this page, for reference purposes)

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