Brand Cultural Meanings: the Role of Regulatory Focus

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.



Citation:

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.

Authors

Hui Gao, South China University of Technology
Chunlin Duan, South China University of Technology



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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