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

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.