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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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|
|Depositing User:||Qing Shan Ding|
|Date Deposited:||10 Mar 2015 16:06|
|Last Modified:||06 Nov 2015 11:13|
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