Branding as a reflection of culture: an analysis of brand consumption patterns in China

This study examines cultural factors influencing brand building strategies in the Chinese market. Our purpose is to investigate what Chinese consumers value in a brand, examining consumer behavior as well as manufacturers and their business strategies to respond to customers. Findings show a positive correlation between branding strategies considering cultural factors and business success in China, implicating that culture, lifestyle, and economic development influence customers’ attitude towards a brand. In particular, brand image, a connection with a social group, and a strong need to avoid uncertainty, reflect dominant culture values in the purchase decision of consumer goods, implicating that they are valued as a reflection of Chinese consumers’ own cultural values. The paper concludes with a discussion about implications and suggestions for future research.