A Brand Culture Approach to Brand Literacy: Consumer Co-Creation and Emerging Chinese Luxury Brands

Jonathan Schroeder, Rochester Institute of Technology, USA
Janet Borgerson, Rochester Institute of Technology, USA
Zhiyan Wu, Shanghai International Business and Economics University, China
This study reveals Chinese consumers’ desire to express deep resonance between Chinese values and aesthetics, and favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an emerging market, as an initial step toward a more developed theory of brand literacy.
[ to cite ]:
Jonathan Schroeder, Janet Borgerson, and Zhiyan Wu (2014) ,"A Brand Culture Approach to Brand Literacy: Consumer Co-Creation and Emerging Chinese Luxury Brands ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 366-370.