How young Chinese consumers view Chinese brands

Ting Jin (Griffith University - Gold Coast Campus, Southport, Australia)
Wei Shao (Griffith University - Gold Coast Campus, Southport, Australia)
Deborah Griffin (Griffith University - Gold Coast Campus, Southport, Australia)
Mitchell Ross (Griffith University - Gold Coast Campus, Southport, Australia)

Young Consumers

ISSN: 1747-3616

Publication date: 16 April 2018



This study aims to explore the perceptions about Chinese brands from the point of views of young Chinese consumers.


A qualitative method is used including focus groups and in-depth personal interviews with young Chinese consumers who are currently living and working in Australia.


Two key findings emerge from the results, namely, young Chinese consumers attach symbolic values to Chinese brands and Chinese brands are perceived positively by young Chinese consumers.

Research limitations/implications

This study demonstrates that symbolic values (such as pride, lifestyle, feeling of home and being happy) constitute one of the primary motivations for young Chinese consumers’ purchase of domestic brands. The results of this study challenge the traditional view that Chinese brands are perceived negatively in the Chinese market.


This is one of the very few studies investigating how young Chinese consumers perceive brands from their home country rather than foreign brands.



Jin, T., Shao, W., Griffin, D. and Ross, M. (2018), "How young Chinese consumers view Chinese brands", Young Consumers, Vol. 19 No. 1, pp. 55-69.

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