Brand Cultural Meanings: the Role of Regulatory Focus

Hui Gao, South China University of Technology
Chunlin Duan, South China University of Technology
The article explored brand cultural meanings conveyed by Western and traditional Chinese names. Brand names suggested culture-related associations influencing consumers’ perceptions and attitudes, which were moderated by regulatory focus. The article also showed a complementary matching of brand names and product attributes were more persuasive.
[ to cite ]:
Hui Gao and Chunlin Duan (2011) ,"Brand Cultural Meanings: the Role of Regulatory Focus", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.