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
Date Written: July 18, 2014
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: Suggested Citation