A brand culture approach to Chinese cultural heritage brands

@article{Schroeder2015ABC,
  title={A brand culture approach to Chinese cultural heritage brands},
  author={Jonathan E. Schroeder and Janet Borgerson and Zhiyan Wu},
  journal={Journal of Brand Management},
  year={2015},
  volume={22},
  pages={261-279}
}
This research represents an effort to fill the gap between brand development studies focusing expressly on Western brands and their markets and culture-specific global brand development in emerging markets, such as China. Case studies are presented of two Chinese brands, Shanghai Tang and Shang Xia, which use cultural heritage in their branding strategy. A consumer perspective sheds light on how consumers co-create brand meaning for cultural heritage brands, and clarifies concepts of brand… CONTINUE READING