Brand Meaning Rigidity in China. / Eckhardt, Giana M.; Bengtsson, Anders.

In: Journal of Macromarketing, Vol. 35, No. 2, 01.06.2015, p. 218-228.

Research output: Contribution to journalArticlepeer-review

Published

Standard

Brand Meaning Rigidity in China. / Eckhardt, Giana M.; Bengtsson, Anders.

In: Journal of Macromarketing, Vol. 35, No. 2, 01.06.2015, p. 218-228.

Research output: Contribution to journalArticlepeer-review

Harvard

Eckhardt, GM & Bengtsson, A 2015, 'Brand Meaning Rigidity in China', Journal of Macromarketing, vol. 35, no. 2, pp. 218-228. https://doi.org/10.1177/0276146714568810

APA

Eckhardt, G. M., & Bengtsson, A. (2015). Brand Meaning Rigidity in China. Journal of Macromarketing, 35(2), 218-228. https://doi.org/10.1177/0276146714568810

Vancouver

Eckhardt GM, Bengtsson A. Brand Meaning Rigidity in China. Journal of Macromarketing. 2015 Jun 1;35(2):218-228. https://doi.org/10.1177/0276146714568810

Author

Eckhardt, Giana M. ; Bengtsson, Anders. / Brand Meaning Rigidity in China. In: Journal of Macromarketing. 2015 ; Vol. 35, No. 2. pp. 218-228.

BibTeX

@article{a3b745185c4246d8afdd8fe8e15d655b,
title = "Brand Meaning Rigidity in China",
abstract = "Brands are prominent symbols in contemporary Chinese culture. Furthermore, in China, brand meanings are created at the social rather than the individual level. These socially constructed meanings result in brand meaning rigidity. That is, brands tend to have a widespread, societally agreed upon meaning, which is broadly stable across China. Consumers desire congruity between the brand, the person, and the social context, and thus we do not see individual or inconsistent cultural brand meanings. That is, rather than conflict and contested meanings, shared and stable brand meanings arise. These meanings become codified within social circles, and then within society at large. We chronicle how this meaning rigidity, or stability, across society allows brands to play an anchoring role for Chinese consumer identities in flux. This results in brand meanings that are highly structured but limited as to where they can be taken by brand managers.",
author = "Eckhardt, {Giana M.} and Anders Bengtsson",
year = "2015",
month = jun,
day = "1",
doi = "10.1177/0276146714568810",
language = "English",
volume = "35",
pages = "218--228",
journal = "Journal of Macromarketing",
issn = "0276-1467",
publisher = "SAGE Publications Inc.",
number = "2",

}

RIS

TY - JOUR

T1 - Brand Meaning Rigidity in China

AU - Eckhardt, Giana M.

AU - Bengtsson, Anders

PY - 2015/6/1

Y1 - 2015/6/1

N2 - Brands are prominent symbols in contemporary Chinese culture. Furthermore, in China, brand meanings are created at the social rather than the individual level. These socially constructed meanings result in brand meaning rigidity. That is, brands tend to have a widespread, societally agreed upon meaning, which is broadly stable across China. Consumers desire congruity between the brand, the person, and the social context, and thus we do not see individual or inconsistent cultural brand meanings. That is, rather than conflict and contested meanings, shared and stable brand meanings arise. These meanings become codified within social circles, and then within society at large. We chronicle how this meaning rigidity, or stability, across society allows brands to play an anchoring role for Chinese consumer identities in flux. This results in brand meanings that are highly structured but limited as to where they can be taken by brand managers.

AB - Brands are prominent symbols in contemporary Chinese culture. Furthermore, in China, brand meanings are created at the social rather than the individual level. These socially constructed meanings result in brand meaning rigidity. That is, brands tend to have a widespread, societally agreed upon meaning, which is broadly stable across China. Consumers desire congruity between the brand, the person, and the social context, and thus we do not see individual or inconsistent cultural brand meanings. That is, rather than conflict and contested meanings, shared and stable brand meanings arise. These meanings become codified within social circles, and then within society at large. We chronicle how this meaning rigidity, or stability, across society allows brands to play an anchoring role for Chinese consumer identities in flux. This results in brand meanings that are highly structured but limited as to where they can be taken by brand managers.

U2 - 10.1177/0276146714568810

DO - 10.1177/0276146714568810

M3 - Article

VL - 35

SP - 218

EP - 228

JO - Journal of Macromarketing

JF - Journal of Macromarketing

SN - 0276-1467

IS - 2

ER -