ECONOMY

By Wu Zhiyan, Janet Borgerson & Jonathan Schroeder Global brand literacy is expanding rapidly, as is the appeal of brand identity, for a growing number of brand conscious Chinese consumers. Below, Wu Zhiyan, Janet Borgerson and Jonathan Schroeder examine how Chinese branding efforts express significant aspects of Chinese brand culture, and explore the possibilities and processes of constructing global Chinese brands. Our research on Chinese brand culture investigates the processes and possibilities of developing global brands via a brand culture approach. Often, studies in international marketing and consumer research overlook the ways in which brand development adapts to market conditions and, importantly, contributes to public discourse. Although contexts and situations may be acknowledged to influence, if not determine, brand meanings, the co creative power of multiple brand actors is often overlooked. In contrast, a brand culture approach directs our attention to shifts and changes that occur through repeated interactions between various actors across time and space. In this way, a cultural analysis of brand development draws attention to emerging new knowledge around the co creation and circulation of brands and cultures, highlighting gaps in previous approaches. Culture, which includes aspects of particular histories and moments of creative innovation, can be perceived as a resource upon which branding processes and practices can draw. Yet, there are many ways in which branding processes and practices – and brands themselves – go beyond this subsidiary role, and indeed, co create culture.

By S. Ramakrishna Velamuri and William Harvey Values integration in businesses keeps the highly competitive world humane. In this article, the authors elaborate not only...

By Miguel A. Ariño & Mª Luisa Blazquez Although the economic and social evolution of China in the last three decades has been remarkable, there...

By Shaun Rein As a new superpower, China will likely provide a helping hand whenever possible by taking a greater role in international organizations like...

By Judith ShapiroChina’s huge environmental challenges are tied to domestic politics, rapid economic growth, and an intense phase of globalization. With rising wealth there...

By Peter Nolan China’s ‘catch-up’ has been one of the most remarkable aspects of the era of capitalist globalisation. Below, Peter Nolan argues that the...

By Partha Chatterjee The sociology of capitalism developed by Max Weber and its critique developed by Marxists are unable to account for the transformed structure...

By Jean-Pierre Lehmann China has new political leadership. The newness of the new era, however, is by no means limited to the new leadership. The...

By Xiangming Chen, Pallavi Banerjee, Gaurav Toor and Ned Downie Are China and India allies or enemies in the South Asian economy? Well, it seems...

By Didier Cossin & Abraham LuSince its dual IPOs in 2007, the Industrial and Commercial Bank of China Limited (ICBC), one of the largest...