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Advance in Resources and Environmental Economics Research （AREER 2010 E-BOOK）

Wuhan,China,10.1-10.2,2010

ISBN: 978-1-935068-32-7 Scientific Research Publishing, USA

E-Book 498pp Pub. Date: October 2010

Category: Engineering

Price: $80

Title: The Transformation of Foreign Brands in China: An Institutional Perspective
Source: Advance in Resources and Environmental Economics Research （AREER 2010 E-BOOK） (pp 77-81)
Author(s): Rui Guo, Department of Business and Administration, China University of Geosciences, Wuhan City, China
Tao Lan, Department of Accountancy, China University of Geosciences, Wuhan City, China
Abstract: The purpose of this research is to develop a systematic understanding about social fit process of foreign brands in China. Drawing on personal interviews of 45 CEOs or senior managers of foreign brands operating in China as well as field observation, we explicate the transformation process of foreign brands by which brand legitimacy strategies shapes the transformation outcome (brand equity) of foreign brands in China. The findings suggest that brand legitimacy is a key logic of social fit that improves brand appropriateness and acceptance of all audiences in China society and eventually enhance brand equity.
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