A Brand Culture Approach to Brand Literacy: Consumer Co-Creation and Emerging Chinese Luxury Brands

Schroeder, Jonathan. Janet Borgerson, and Zhiyan Wu (2014), “A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands,” Advances in Consumer Research, 42 (in press, Forthcoming)

12 Pages Posted: 20 Oct 2014

See all articles by Jonathan E. Schroeder

Jonathan E. Schroeder

Rochester Institute of Technology

Janet L. Borgerson

DePaul University

ZhiYan Wu

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

Date Written: July 18, 2014

Abstract

This study reveals Chinese consumers’ desire to express deep resonance between Chinese values and aesthetics, and favored indigenous brands, such as Shang Xia, a high-end luxury brand. Findings demonstrate how brand literacy works in an emerging market, as an initial step toward a more developed theory of brand literacy.

Keywords: brand culture, brand development, brand literacy, China, luxury, case study, Shang Xia

JEL Classification: Z10, M30, M31

Suggested Citation

Schroeder, Jonathan E. and Borgerson, Janet L. and Wu, Maggie, A Brand Culture Approach to Brand Literacy: Consumer Co-Creation and Emerging Chinese Luxury Brands (July 18, 2014). Schroeder, Jonathan. Janet Borgerson, and Zhiyan Wu (2014), “A Brand Culture Approach to Brand Literacy: Consumer Co-creation and Emerging Chinese Luxury Brands,” Advances in Consumer Research, 42 (in press, Forthcoming). Available at SSRN: https://ssrn.com/abstract=2511638 or http://dx.doi.org/10.2139/ssrn.2511638

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)

Janet L. Borgerson

DePaul University ( email )

Institute for Business and Professional Ethics
Chicago, USA
United States
5857293075 (Phone)

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

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