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Irish Consumers' Perception of Chinese Brands and How to Improve the Made in China Image

Irish Consumers' Perception of Chinese Brands and How to Improve the Made in China Image The Chinese government launched the going abroad policy in 2001 to encourage Chinese companies to invest and create Chinese brands in international markets. However, the perceptions of Chinese brands among Western consumers have been shown to be consistently low, especially among European consumers. This research aims to investigate the Irish consumers' perception of Chinese brands and how to improve the Made in China image. This paper also investigates consumers' perceptions and attitudes when making purchase decisions for Chinese brands based on gender, age, and nationality. The paper provides important recommendations for Chinese companies who plan to enter the European, and more particularly, the Irish market. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Asia Business Studies Emerald Publishing

Irish Consumers' Perception of Chinese Brands and How to Improve the Made in China Image

Journal of Asia Business Studies , Volume 4 (2): 6 – May 21, 2010

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1558-7894
DOI
10.1108/jabs.2010.4.2.80
Publisher site
See Article on Publisher Site

Abstract

The Chinese government launched the going abroad policy in 2001 to encourage Chinese companies to invest and create Chinese brands in international markets. However, the perceptions of Chinese brands among Western consumers have been shown to be consistently low, especially among European consumers. This research aims to investigate the Irish consumers' perception of Chinese brands and how to improve the Made in China image. This paper also investigates consumers' perceptions and attitudes when making purchase decisions for Chinese brands based on gender, age, and nationality. The paper provides important recommendations for Chinese companies who plan to enter the European, and more particularly, the Irish market.

Journal

Journal of Asia Business StudiesEmerald Publishing

Published: May 21, 2010

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