How Consumers in China Perceive Brands In Online and Offline Encounters: A Framework For Brand Perception

Terri H. Chan, Rocky Peng Chen and Caleb H. Tse

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Chan, Chen and Tse

MANAGEMENT SLANT

Online media advertising helps brands project an image of warmth and friendliness.
Offline media carry a one-way, authoritative image that encourages consumers to perceive brands as more competent.
A warm brand gives consumers the impression of being sincere, modest, and helpful. When consumers associate a brand with higher competence, they likely will perceive the brand as more reliable in its claims.

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