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Irish Consumers' Perception of Chinese Brands and How to Improve the “Made in China” Image

Xiaoxia Wang (Dublin City University Business School)
Yuhui Gao (Dublin City University Business School)

Journal of Asia Business Studies

ISSN: 1558-7894

Article publication date: 21 May 2010

Abstract

The Chinese government launched the “going abroad” policy in 2001 to encourage Chinese companies to invest and create Chinese brands in international markets. However, the perceptions of Chinese brands among Western consumers have been shown to be consistently low, especially among European consumers. This research aims to investigate the Irish consumers' perception of Chinese brands and how to improve the “Made in China” image. This paper also investigates consumers' perceptions and attitudes when making purchase decisions for Chinese brands based on gender, age, and nationality. The paper provides important recommendations for Chinese companies who plan to enter the European, and more particularly, the Irish market.

Keywords

Citation

Wang, X. and Gao, Y. (2010), "Irish Consumers' Perception of Chinese Brands and How to Improve the “Made in China” Image", Journal of Asia Business Studies, Vol. 4 No. 2, pp. 80-85. https://doi.org/10.1108/jabs.2010.4.2.80

Publisher

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Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited