To read the full version of this content please select one of the options below:

Study on Chinese Brand cultural archetype: theory building and cross-cultural comparison

Yingwei Liu (School of Innovation and Entrepreneurship Education, Hu Bei University of Arts and Science, XiangYang, China)
Tao Wang (Research Center for Organization Marketing, Wuhan University, Wuhan, China)
Ling Zhou (Business School, Hunan University, Changsha, China)
Chunyan Nie (School of Business Administration, Jiangxi University of Finance and Economics, Nanchang, China)

Journal of Contemporary Marketing Science

ISSN: 2516-7480

Article publication date: 27 May 2020

Issue publication date: 15 June 2020




The essence of “Chinese element” has been pinpointed as the representation of national cultural archetype resource of China, which reflects to the overall power enhancement of China. Applying the Chinese national cultural archetype resource, which will be used for promoting the Chinese Brand internationalization, aims for the consumers' approval with the hope of integrating and spreading the unique cultural advantage of Chinese brand. The recognizing of Chinese brand's cultural archetype in this paper has constituted the basis of Chinese brand's cultural archetype strategy.


Based on the Grounded Theory, this paper has collected and analyzed the value symbols, character images and theme stories of Chinese narrative advertisements and constructed the cultural archetype framework of Chinese brands. This paper makes a comprehensive application of Charmaz's constructivist analysis and the main axis analysis and inspection method advocated by Strauss, with the aim of building a more objective and systematic theoretical framework for the Chinese brand cultural archetype.


In this framework, it revealed: (1) Chinese brand's cultural archetype can be divided into 12 concrete archetypes according to individual's relationship with self, the other, community and nature; (2) Consumers' different ways of self-categorization are attributed as the essential difference among various archetypes. This paper also compared and analyzed the differences between Chinese and Western cultural archetypes from three perspectives, formation of social structure, pedigree of myth and character's feature.


This paper has certain innovative significance to the theoretical construction of the archetype of Chinese brand culture. First, based on the cultural perspective, this paper applied the cultural psychological connotation of archetype to the brand research across culture, which is more conducive to the researchers' investigation of the cultural psychology of consumers in the cross-cultural context? Second, based on the identification and comparative study of Chinese brand culture archetype, it provides a new expansion and supplement for the research on brand internationalization and globalization in emerging countries.



Funding: National Natural Science Foundation of China (71532011 71672054) A major project of philosophy and social science research in colleges and universities of Hubei Province (19ZD053).


Liu, Y., Wang, T., Zhou, L. and Nie, C. (2020), "Study on Chinese Brand cultural archetype: theory building and cross-cultural comparison", Journal of Contemporary Marketing Science, Vol. 3 No. 1, pp. 57-80.



Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

Related articles