Proceedings of the 1st International Conference on Business, Economics, Management Science (BEMS 2019)

What’s "He" Culture and its Effects on Foreign Consumers' Preference in the Context of Chinese Brands

Authors
Weihong Zhao, Hanying Ding
Corresponding Author
Weihong Zhao
Available Online May 2019.
DOI
https://doi.org/10.2991/bems-19.2019.2How to use a DOI?
Keywords
“He” culture; brand preference; Chinese context.
Abstract
The globalization competition makes the national brand become more vital to the advantage development of a country than in the past, and the influence of culture on the brand preference of foreign consumers is becoming more and more important. This paper uses qualitative research to explore the driving factors of foreign consumers' forming Chinese brand preference. The results show that foreign consumers' preference for Chinese brands is influenced by China's "He" culture, which is driven by the three-dimensional dynamics of "Harmony", "Tolerance" and "Respect". These conclusions make up the deficiency of the existing research, and have theoretical innovation and strategic guidance.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
Part of series
Advances in Economics, Business and Management Research
Publication Date
May 2019
ISBN
978-94-6252-720-1
ISSN
2352-5428
DOI
https://doi.org/10.2991/bems-19.2019.2How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Weihong Zhao
AU  - Hanying Ding
PY  - 2019/05
DA  - 2019/05
TI  - What’s "He" Culture and its Effects on Foreign Consumers' Preference in the Context of Chinese Brands
PB  - Atlantis Press
SP  - 9
EP  - 12
SN  - 2352-5428
UR  - https://doi.org/10.2991/bems-19.2019.2
DO  - https://doi.org/10.2991/bems-19.2019.2
ID  - Zhao2019/05
ER  -