A Brand Culture Approach to Brand Literacy: Consumer Co-Creation and Emerging Chinese Luxury Brands
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 366-370.
Authors
Jonathan Schroeder, Rochester Institute of Technology, USA
Janet Borgerson, Rochester Institute of Technology, USA
Zhiyan Wu, Shanghai International Business and Economics University, China
Volume
NA - Advances in Consumer Research Volume 42 | 2014
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