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

Cappellini, B., Hosany, S., Yen, D. and Qionglei, Yu (2017) Away from home: how young Chinese consumers travel with global brands? Journal of Retailing and Consumer Services. ISSN 0969-6989. (In Press)

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Abstract

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.

Item Type: Article
Additional Information: This manuscript version is made available under the CC BY-NC-ND 4.0 License.
Uncontrolled Keywords: Global brands; brand meanings; Chinese consumers; travelling consumers
Subjects: H Social Sciences > HF Commerce > HF5001 Business
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products
H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products > HF5415.32 Consumer behavior
Divisions: Faculty of Social and Applied Sciences > The Business School
Depositing User: Qionglei Yu
Date Deposited: 26 Oct 2017 10:22
Last Modified: 17 Nov 2017 16:10
URI: https://create.canterbury.ac.uk/id/eprint/16447

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Last edited: 29/06/2016 12:23:00