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Receptivity Of Young Chinese To American And Global Brands: Psychological Underpinnings, Steven Lysonski
Receptivity Of Young Chinese To American And Global Brands: Psychological Underpinnings, Steven Lysonski
Marketing Faculty Research and Publications
Purpose – The purpose of this paper was to examine psychological variables of young Chinese to determine their impact on identification with global consumer culture, attitudes toward global and USA brands and intention to buy USA brands. The independent or psychological variables examined were self-monitoring, life satisfaction, brand relevance, social demonstration effect, change-seeking behavior and reference groups (interacted and non-interacted). The goal was to understand what forces drive global and USA brand preferences.
Design/methodology/approach – Data were collected in Guangzhou, China, in 2013 through a survey administered to 152 young Chinese respondents. Confirmatory factor analysis and reliability coefficients verified the …