Picture of UK Houses of Parliament

Leading national thinking on politics, government & public policy through Open Access research

Strathprints makes available scholarly Open Access content by researchers in the School of Government & Public Policy, based within the Faculty of Humanities & Social Sciences.

Research here is 1st in Scotland for research intensity and spans a wide range of domains. The Department of Politics demonstrates expertise in understanding parties, elections and public opinion, with additional emphases on political economy, institutions and international relations. This international angle is reflected in the European Policies Research Centre (EPRC) which conducts comparative research on public policy. Meanwhile, the Centre for Energy Policy provides independent expertise on energy, working across multidisciplinary groups to shape policy for a low carbon economy.

Explore the Open Access research of the School of Government & Public Policy. Or explore all of Strathclyde's Open Access research...

Adoption of new brands from multi-branding firms by Chinese consumers

Chen, J. and Paliwoda, S.J. (2002) Adoption of new brands from multi-branding firms by Chinese consumers. Journal of Euromarketing, 12 (1). pp. 63-77. ISSN 1049-6483

Full text not available in this repository.Request a copy from the Strathclyde author

Abstract

The increasing importance of branding has brought about much academic interest since the early 1980s. So far, however, the area where the most has been achieved is in brand extensions, and academic achievements in other aspects of branding have been modest (Barwise 1993). Multi-branding, as a very important branding strategy, helps the company target different market segments, spread risk, and meet the consumer's need for variety seeking. This paper attempts to explore how consumer knowledge of the multi-branding company, its product and its existing brands could be transferred to purchase intention of the company's new brand.