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Understanding Brand Avoidance Among Female Chinese Consumers: The driving forces behind negative consumption among female Chinese consumers
Högskolan i Jönköping, Internationella Handelshögskolan, IHH, Företagsekonomi.
2019 (engelsk)Independent thesis Advanced level (degree of Master (One Year)), 10 poäng / 15 hpOppgave
Abstract [en]

The purpose of this study was to find the main drivers of brand avoidance behavior among Chinese female's cosmetics consumers. Based on Lee et al. (2009) and Knittel et al. (2016) model to do the research. Research was conducted based on existing literature. The results show that Chinese female consumers have common driving force in brand avoidance behavior, namely political positioning and animal test in moral avoidance. According to the existing theoretical framework, the cultural differences are used to create a brand avoidance model to suit Chinese female consumers.

sted, utgiver, år, opplag, sider
2019. , s. 65
Emneord [en]
Brand Avoidance, Anti-consumption, Chinese female consumers, Cosmetics industry
HSV kategori
Identifikatorer
URN: urn:nbn:se:hj:diva-44579ISRN: JU-IHH-FÖA-2-20190825OAI: oai:DiVA.org:hj-44579DiVA, id: diva2:1325979
Fag / kurs
JIBS, Business Administration
Veileder
Examiner
Tilgjengelig fra: 2019-06-18 Laget: 2019-06-17 Sist oppdatert: 2019-06-18bibliografisk kontrollert

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Liu, Xiaonuo
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