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Brand origin and product preference: a study of urban adult Chinese consumers

Ding, Qing Shan, Bradshaw, Robert and Wright, Len Tiu (2014) Brand origin and product preference: a study of urban adult Chinese consumers. In: Global Marketing Conference at Singapore: Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice.". GMC Session 2 (2014). Global Alliance of Marketing and Management Associations, Marina Bay Sands, Singapore, pp. 401-414.

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Abstract

This paper presents a research study into urban adult Chinese consumers’ preferences in China with an analysis of the literature on country of origin effects on consumer brand preferences. The study implemented a mixed methods approach. Analysis of quantitative and qualitative data with results and conclusions are given.

Item Type: Book Chapter
Subjects: H Social Sciences > H Social Sciences (General)
Schools: The Business School
Related URLs:
Depositing User: Qing Shan Ding
Date Deposited: 10 Mar 2015 16:06
Last Modified: 06 Nov 2015 11:13
URI: http://eprints.hud.ac.uk/id/eprint/23298

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