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Chinese Cultural Values: Their Dimensions and Marketing Implications
Abstract
Chinese cultural values are classified according to Kluckhohn and Strodbeck's taxonomy, and potential marketing implications for each cultural value dimension presented. The implications include those relating to brand loyalty, gift‐giving behaviour, consumer satisfaction, consumer complaint behaviour and promotion activities. It is also concluded that Chinese cultural values could be an effective basis for market segmentation.
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Citations
Cited by
Determinants of Chinese consumers' green purchase behavior
Chan, R. Y. K. (2001) · Psychology & Marketing · doi:10.1002/mar.1013 · Cited by 1,220
Negative Word-of-Mouth Communication Intention: An Application of the Theory of Planned Behavior
Cheng, S., Lam, T., & Hsu, C. H. C. (2006) · Journal of Hospitality & Tourism Research · doi:10.1177/1096348005284269 · Cited by 339
Factors affecting green purchase behavior: A systematic literature review
Sharma, K., Aswal, C., & Paul, J. (2023) · Business Strategy and the Environment · doi:10.1002/bse.3237 · Cited by 325
Materialism and conspicuous consumption in China: a cross‐cultural examination
Podoshen, J. S., Li, L., & Zhang, J. (2011) · International Journal of Consumer Studies · doi:10.1111/j.1470-6431.2010.00930.x · Cited by 321
Social relationships and business networks: The case of Western companies in China
Björkman, I., & Kock, S. (1995) · International Business Review · doi:10.1016/0969-5931(95)00023-2 · Cited by 274
Metadata
- Authors
- Yau, O. H. M.
- Venue
- European Journal of Marketing
- Publisher
- Emerald
- Published
- 1988-05-01
- Volume
- 22
- Issue
- 5
- Pages
- 44-57
- ISSN
- 0309-0566 (ISSN-L)
- OpenAlex
- W2077648382
- Cited by
- 528
- References
- 0
- FWCI
- 3.17
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Chinese Cultural Values: Their Dimensions and Marketing Implications. https://app.cochat.ai/papers/10.1108/eum0000000005285
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- Yau, O. H. M. (1988). Chinese Cultural Values: Their Dimensions and Marketing Implications. European Journal of Marketing. https://doi.org/10.1108/eum0000000005285
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
