Advertising in China: product branding and beyond

Abstract

The increasing of the amount of advertising activities around the world has underscored the importance of understanding advertising effectiveness in international markets. In recent years, the growth of Chinese economy has produced a significant “modern Chinese consumer”. This study examines the underlying beliefs that may account for perception of advertising among these new Chinese generations.

Citation

Liu, W. (2002), "Advertising in China: product branding and beyond", Corporate Communications: An International Journal, Vol. 7 No. 2, pp. 117-125. https://doi.org/10.1108/13563280210426188