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

Filieri, Raffaele, Lin, Zhibin, D'Antone, Simona, Chatzopoulou, Elena (2019) A cultural approach to brand equity: the role of brand mianzi and brand popularity in China. Journal of Brand Management, 26 (4). pp. 376-394. ISSN 1350-231X. (doi:10.1057/s41262-018-0137-x) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:82444)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.1057/s41262-018-0137-x

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.

Item Type: Article
DOI/Identification number: 10.1057/s41262-018-0137-x
Uncontrolled keywords: Brand Equity; Value Chains; Emerging Markets; Marketing;
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Felipe Garcia Suarez
Date Deposited: 13 Aug 2020 13:20 UTC
Last Modified: 14 Aug 2020 08:59 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/82444 (The current URI for this page, for reference purposes)
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