AN EXPLORATION INTO THE INFLUENCES OF CULTURE ON THE RELATIONSHIPS OF CHINESE AND BRITISH CONSUMERS WITH BRANDS
According to studies of culture such as Hofstedes (1991) cultural dimensions, Chinese and British culture are very different. The Chinese culture is viewed as more traditional whereas the British culture is seen as more modern. Brands play a key role in the products choices that consumers make and...
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| Format: | Dissertation (University of Nottingham only) |
| Language: | English |
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2006
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| Online Access: | https://eprints.nottingham.ac.uk/20561/ |