AN EXPLORATION INTO THE INFLUENCES OF CULTURE ON THE RELATIONSHIPS OF CHINESE AND BRITISH CONSUMERS WITH BRANDS

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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Bibliographic Details
Main Author: Ochen, Eunice
Format: Dissertation (University of Nottingham only)
Language:English
Published: 2006
Subjects:
Brands
culture
Online Access:https://eprints.nottingham.ac.uk/20561/

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