
Business
Culturally Mixed Co-branding Product Framing in China: The Role of Cultural Sensitivity, Product Quality, and Purchase Probability
C. L. Chiu, H. Ho, et al.
Discover how Chinese consumers react to culturally mixed co-branded products, unveiling strong preferences for certain framing strategies. This insightful study by Candy Lim Chiu, Han-Chiang Ho, Zhengqiao Xie, Qi Wu, and Yuqi Yuan reveals the dynamics of brand fit and cultural congruence in shaping attitudes toward co-branding, especially amidst rising patriotism in China.
Playback language: English
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