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

Abstract

The full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that: • a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.

The impact of value perceptions on purchase intention of sustainable luxury brands in China and the UK

“…Athwal et al ( 2019 ) in their literature review on sustainable luxury highlighted a significant lacuna in research on culture and sustainable luxury. Most studies on luxury consumption do not consider the ethical or sustainable aspect and those few examining sustainable luxury often use a mono-cultural framing (Athwal et al 2019 ), for instance, focusing on France (Kapferer and Michaut-Denizeau 2014 ), Italy (Pencarelli et al 2019 ), China (Zhan and He 2012 ; Siu et al 2016 ; Filieri et al 2019 ), or the UK (Davies et al 2012 ). This study shows that although consumers across cultures may have similar motivations when purchasing general luxury goods, the motivations for sustainable luxury differ across the West and East.…”

Understanding rural Chinese consumers’ behavior: A stimulus–organism–response (S-O-R) perspective on Huawei’s brand loyalty in China

“…The researcher focused on millennial Chinese students who were enrolled at universities in Gansu Province and had used or owned Huawei smartphone in the past year. As early adopters, millennials have been highlighted as the most relevant target segments in the smartphone sector (Filieri et al, 2019).…”

“…The interview questions were adapted from Filieri et al (2019) and co-designed by two marketing executives with over 10 years of experience each with Huawei smartphones. The interview questions entailed two explorative dimensions: 1) how consumers acquire brand knowledge and develop a relationship between the brand and themselves and 2) how brand knowledge and relationships impact consumers' purchase decision-making process and how dedicated such behaviors are to the Huawei brand.…”

“…Brands are strategic marketing tools used to facilitate product differentiation for customers (Kotler & Gertner, 2002). Brand equity is comprised of the three dimensions of consumer knowledge, familiarity, and associations; as such, brands accrue equity on the basis of consumers' knowledge and the consequent relations they establish with brands (Filieri et al, 2019;Tong & Hawley, 2009). Researchers have increasingly used brand equity models to examine factors affecting purchase intention in the smartphone industry, including Apple, Samsung, HTC, Nokia, and Blackberry in countries such as Indonesia (Wijaya, 2013), Korea (Park & Lee, 2012), Malaysia (Bojei & Hoo, 2012;Lay-Yee et al, 2013), Pakistan (Abid & Khattak, 2017), Portugal (Loureiro & Kaufmann, 2017), Thailand (Jing et al, 2014), and Vietnam (Wollenberg & Thuong, 2014).…”

Journal of Brand Management: year end review 2019

“…The third article considers CSR communication within the context of cross-sector collaborations, in this case a Table 1 Additional original articles published within JBM Volume 26 2019Turning brand credibility into positive word of mouth: integrating the signaling and social identity perspectives Introducing multidimensional brand architecture: taking structure, market orientation and stakeholder alignment into account (Åsberg and Uggla 2019) Branding an industry? (Bajde 2019) Identifying the antecedents of posts' popularity on Facebook Fan Pages (Banerjee and Chua 2019) The human dimension of a brand influences brand equity: an empirical examination in the context of a luxury and a convenience brand (Brunetti et al 2019) City branding through cinema: the case of postcolonial Hong Kong (Chen and Shih 2019) Free the brand: How a logo frame influences the potentiality of brand extensions (Chen and Bei 2019) The levers of engagement: an exploration of governance in an online brand community (Cooper et al 2019) A cultural approach to brand equity: the role of brand mianzi and brand popularity in China (Filieri et al 2019) Product placement 2.0: 'Do Brands Need Influencers, or Do Influencers Need Brands?' (Jin and Muqaddam 2019) Managing the Mayo Clinic brand: a case study in staff-developed service performance standards (Kennedy 2019) Conceptualising and researching personal branding effects on the employability (Khed-…”