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. Brand equity & strength Engagement Digital media research Greater China Media research theories & ideas Channel planning, media mix selection Cross-media & multimedia effects Cultural influences & values 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...