Away from home: How young Chinese consumers travel with global brands? |
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| Institution: | 1. Royal Holloway, University of London, UK;2. Brunel University, UK;3. Canterbury Christ Church University, UK;1. The Ehrenberg Centre for Research in Marketing, London South Bank University, 103 Borough Road, London SE1 OAA, United Kingdom;2. London South Bank University, 103 Borough Road, London SE1 OAA, United Kingdom;1. Rutgers University, School of Business, 227 Penn St., Camden, NJ 08102, United States;2. Villanova University, 800 Lancaster Ave., Villanova, PA 19085, United States;1. Griffith Business School, Griffith University, Brisbane, Australia;2. Eco Consulting Pty Ltd, Australia;3. School of Engineering and Information Technology, Murdoch University, WA 6150, Australia;1. Department of Marketing, IHEC, Carthage, LRM, Tunis, Tunisia;2. UAQUAP, ISG, University of Tunis, Tunisia;3. IHEC, Carthage, LRM, University of Carthage, Tunisia;1. The NorthCap University, Gurugram, India;2. VIMR, Satna, M.P., India;3. IIM Rohtak, India |
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| Abstract: | This interpretive study investigates how a group of young Chinese students consume global brands of American origins, in China and in the UK. More specifically, this research examines how meanings attached to global food brands travel abroad with consumers and investigates the relationship between brand consistency and brand meanings across national boundaries. Findings from a thematic analysis of focus group interviews conducted over a nine-month period, reveal that some brand meanings are context and culture specific (contextual meanings) while other meanings travel with consumers across borders (core meanings). Theoretically, this study shows how global brands provide a platform of structural meanings, ideas and practices that are global and globalising in themselves, allowing a degree of fluidity and adaptation in relation to the local context of consumption. |
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| Keywords: | Global brands Brand meanings Chinese consumers Travelling consumers |
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