The Brand Culture of Shanghai Tang: An Aspiring Global Brand

International Conference on Anthropological Perspectives and Local Approaches: Indigenous Applications in Management and Marketing, Shanghai, May 2013

34 Pages Posted: 15 Jun 2013 Last revised: 11 Jun 2014

See all articles by ZhiYan Wu

ZhiYan Wu

Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management

Janet L. Borgerson

University of London, City

Jonathan E. Schroeder

Rochester Institute of Technology

Date Written: April 13, 2013

Abstract

In this research, managerial perspectives, consumer vantage points, managerial and consumer networks, and the interactions between these participants were examined across locations to come to an understanding of how Chinese brand development crosses national boundaries and intersects with a global context. By pursuing multi-sited interviews and case studies, we gained a rich understanding of the cultural formation of the brand, including how brand meanings circulate and co-create culture. The case study presented here offers a lens through which to study Chinese brand development in the global marketplace, and sheds light on the ways in which brands and culture circulate and construct each other in global brand culture. Furthermore, we use these insights to argue for the development of Chinese brand culture into a strategic brand resource. This is not a simple matter of drawing upon a shared set of characteristics in all cases; rather Chinese brand culture reveals itself as a subtle and complex resource with a diversity of applications, impacts, and impressions.

Suggested Citation

Wu, Maggie and Borgerson, Janet L. and Schroeder, Jonathan E., The Brand Culture of Shanghai Tang: An Aspiring Global Brand (April 13, 2013). International Conference on Anthropological Perspectives and Local Approaches: Indigenous Applications in Management and Marketing, Shanghai, May 2013. Available at SSRN: https://ssrn.com/abstract=2278951 or http://dx.doi.org/10.2139/ssrn.2278951

Maggie Wu

Shanghai International Business and Economics University (Formerly Known as Shanghai Institute of Foreign Trade) - School of Management ( email )

No. 1900, Wenxiang Road
Shanghai, 201620
China

Janet L. Borgerson

University of London, City ( email )

Cass School of Business
London
United Kingdom

Jonathan E. Schroeder (Contact Author)

Rochester Institute of Technology ( email )

92 Lomb Memorial Drive
Eastman Building, Room 3006
Rochester, NY 14623
United States
5854752703 (Phone)

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