The marketing implications of the 'undesired self'; the case of Chinese Y-generation

Thrassou, Alkis and Vrontis, Demetris and Ho, Ching Wei (2008) The marketing implications of the 'undesired self'; the case of Chinese Y-generation. Journal for Global Business Advancement, 1 (4). p. 390. ISSN 1746-966X

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Abstract

This research develops a framework of the 'undesired self' by investigating what values are considered to be 'undesired' amongst Chinese young men and women, as well as their attitude towards marketing/brand images. The research uses the findings to uncover the marketing implications of the group's consumer attitudes and to make proposals within the strategic marketing context. The research's methodology comprises both qualitative and quantitative tools, and concludes that the group associates the individual's self-image with brand-image; that it has developed its own independent set of attitudes and perceptions; that these attitudes and perceptions, both regarding the wider self and marketing-specific images, are better considered as an amalgam incorporating elements from both cultures, frequently in their absolute form, and that a specially developed strategic marketing and marketing communications mix should be sought, when targeting this segment.

Item Type: Article
Uncontrolled Keywords: consumer attitudes; brand image; branding; China; consumer behaviour; culture; strategic marketing; perceptions; self-image; undesired self.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Business, Computing and Applied Sciences > Business School > Business and Human Resource Management
Research Priority Areas: Applied Business Research
Depositing User: Anne Pengelly
Date Deposited: 05 May 2015 11:10
Last Modified: 05 May 2015 11:10
URI: http://eprints.glos.ac.uk/id/eprint/2166

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