AN EXPLORATION INTO THE INFLUENCES OF CULTURE ON THE RELATIONSHIPS OF CHINESE AND BRITISH CONSUMERS WITH BRANDS

Abstract

According to studies of culture such as Hofstedes (1991) cultural dimensions, Chinese and British culture are very different. The Chinese culture is viewed as more traditional whereas the British culture is seen as more modern. Brands play a key role in the products choices that consumers make and their attitudes towards them. This dissertation explores the influence of culture on the relationships that Chinese and British consumers have with brands. The study begins by reviewing literature on culture and branding. The cultural frameworks of Hofstede (1991), Trompenaars (1996) and Schwartz (1997) are examined to help gain a better understanding of what culture is. Various definitions of culture are also discussed. The study was conducted through interviewing fourteen Chinese and British respondents. The findings conclude that there are some aspects of the respondents relationships with brands that are influenced by culture but in some instances the cultural influences are not so obvious