A Content Analysis of Model Portrayals in Chinese Consumer Advertisements
Due to rapid economic development and a burgeoning middle class, China has attracted consumer market competition from around the world.The market environment in China, however, is culturally complex.We explore an important aspect of positioning: consumer product branding through print advertising.Specifically, we explore the demographic makeup of models/spokespeople, look at differences between domestic and foreign brands, and postulate how such advertising choices influence brand perceptions.Our results show that Chinese domestic brands prefer Asian models.Interestingly, multinational firms also appear increasingly to be choosing a domestic branding strategy.This is an important shift in branding and garners support for localization strategies for multinational brand marketing.The results provide practical implications for both domestic and foreign brands in the Chinese marketplace.
Brand positioning Advertisement Spokesperson Content analysis China
XU Juanjuan BAO Yeqing
School of Business, Hohai University, P.R.China, 211100 College of Business Administration, University of Alabama in Huntsville, USA, 35758
国际会议
北京
英文
231-237
2014-06-28（万方平台首次上网日期，不代表论文的发表时间）