uu.seUppsala University Publications
Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Brand New in an Emerging Market: Customer based branding in China
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2012 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This study aims to give an example of how a revised model for branding can be used to build a new brand from scratch tailored to a specific emerging market. The revised Customer Based Brand Equity (CBBE) model is used in combination with theories regarding consumption behaviour and Country Of Origin (COO) effect. The authors investigate how a Swedish blueberry jam and juice brand can be tailored to the Chinese middle class’ consumption behaviour, preferences and attitudes toward Sweden. The study is based on a questionnaire distributed in Beijing during the Spring of 2012 and the authors found that the Chinese middle class most valued safe, organic, natural products and that they viewed Sweden as a country with credible, reliable and trustworthy consumer products. This positive perception of Sweden can be used as a guarantee and “quality halo” for these products in a market characterised by food scandals and unsubstantiated claims. The revised CBBE model can hopefully function as a theoretical framework for new brands entering emerging markets. 

Place, publisher, year, edition, pages
2012. , 50 p.
Keyword [en]
consumer based branding, emerging market, Chinese middle class, consumption behavior, COO effect, Swedish blueberry products
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-176504OAI: oai:DiVA.org:uu-176504DiVA: diva2:535600
Uppsok
Social and Behavioural Science, Law
Examiners
Available from: 2012-06-21 Created: 2012-06-20 Last updated: 2012-06-21Bibliographically approved

Open Access in DiVA

No full text

By organisation
Department of Business Studies
Business Administration

Search outside of DiVA

GoogleGoogle Scholar

urn-nbn

Altmetric score

urn-nbn
Total: 483 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf