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...
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