Published in:Schroeder, Jonathan. Janet Borgerson, and Zhiyan Wu (2014), “A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands,” Advances in Consumer Research, 42 (in press, Forthcoming)
Extent:
1 Online-Ressource (12 p)
Language:
English
DOI:
10.2139/ssrn.2511638
Identifier:
Origination:
Footnote:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments July 18, 2014 erstellt
Description:
This study reveals Chinese consumers' desire to express deep resonance between Chinese values and aesthetics, and favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an emerging market, as an initial step toward a more developed theory of brand literacy