Chinese Cultural Values: Their Dimensions and Marketing Implications

Abstract

Chinese cultural values are classified according to Kluckhohn and Strodbeck's taxonomy, and potential marketing implications for each cultural value dimension presented. The implications include those relating to brand loyalty, gift‐giving behaviour, consumer satisfaction, consumer complaint behaviour and promotion activities. It is also concluded that Chinese cultural values could be an effective basis for market segmentation.

Citation

Yau, O.H.M. (1988), "Chinese Cultural Values: Their Dimensions and Marketing Implications", European Journal of Marketing, Vol. 22 No. 5, pp. 44-57. https://doi.org/10.1108/EUM0000000005285