China\u27s market with huge demand and limited supply has become attractive to many international companies since 1976. This study examines the impact of cultural cringe on consumer behavior in China by using Nike, an American sports brand, and Li-Ning, a Chinese sports brand as examples. An online questionnaire survey with 36 questions is conducted in a comprehensive college in the People\u27s Republic of China. Participants are 314 students from different majors. Results show that the increase of cultural cringe leads to the increasing likelihood of buying Nike\u27s products. Limitations of the study and the direction for future research are also discussed
The Chinese cosmetic industry is presenting an increasing trend recently. However, the local Chinese...
This study examines cultural factors influencing brand building strategies in the Chinese market. O...
In the eyes of many Western companies, the market in China is difficult to understand and highly unp...
iii Cause Related Marketing has grown tremendously as a marketing tool since the 1980s. Numerous stu...
ABSTRACT: This research was conducted to investigate to what extent the fan-based economy is effecti...
This dissertation investigates the marketing strategy of Nike towards the Chinese youth market, and ...
China is a country that is arousing a large amount of interest as a new mega-market, as it opens its...
The Chinese fashion market is a fierce battlefield for foreign brands and domestic brands. This rese...
Degree Not ListedDepartment of Apparel, Textiles, and Interior DesignJoy KozarChina is the world’s l...
International marketers face a challenge in applying Western-derived theory in emerging markets such...
The market of sportswear in China has developed dramatically as the more and more people realized th...
China is a country that is arousing a large amount of interest as a new mega-market, as it opens its...
According to Lisjak, Lee, and Gardner (2012), a threat to a brand can elicit the same response as a ...
China is home to one of the fastest growing sport industries in the world. To reach this market, int...
Sports consumption behaviour among generation Y in mainland China The Chinese Government has relaxed...
The Chinese cosmetic industry is presenting an increasing trend recently. However, the local Chinese...
This study examines cultural factors influencing brand building strategies in the Chinese market. O...
In the eyes of many Western companies, the market in China is difficult to understand and highly unp...
iii Cause Related Marketing has grown tremendously as a marketing tool since the 1980s. Numerous stu...
ABSTRACT: This research was conducted to investigate to what extent the fan-based economy is effecti...
This dissertation investigates the marketing strategy of Nike towards the Chinese youth market, and ...
China is a country that is arousing a large amount of interest as a new mega-market, as it opens its...
The Chinese fashion market is a fierce battlefield for foreign brands and domestic brands. This rese...
Degree Not ListedDepartment of Apparel, Textiles, and Interior DesignJoy KozarChina is the world’s l...
International marketers face a challenge in applying Western-derived theory in emerging markets such...
The market of sportswear in China has developed dramatically as the more and more people realized th...
China is a country that is arousing a large amount of interest as a new mega-market, as it opens its...
According to Lisjak, Lee, and Gardner (2012), a threat to a brand can elicit the same response as a ...
China is home to one of the fastest growing sport industries in the world. To reach this market, int...
Sports consumption behaviour among generation Y in mainland China The Chinese Government has relaxed...
The Chinese cosmetic industry is presenting an increasing trend recently. However, the local Chinese...
This study examines cultural factors influencing brand building strategies in the Chinese market. O...
In the eyes of many Western companies, the market in China is difficult to understand and highly unp...
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