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1 results

  • 6 - Product Images and Market Acceptance of Chinese-Made Products

  • David K. Tse, The University of Hong Kong, Kineta Hung, Hong Kong Baptist University
  • Book:
    Dynamic Growth of Chinese Firms in the Global Market
    Published online:
    05 February 2020
    Print publication:
    13 February 2020, pp 103-122

  • Summary

    Achieving acceptance of Chinese-made products by developed markets is a major challenge faced by Chinese firms. This chapter examines the perception of China and Chinese-made products in overseas markets and its psychological resistance, paying special attention to the unfavourable made-in-China image. In addition to recognizing the evidence-based negative perceptions, the psycho-social motivations that may give rise to a biased perception against made-in-China are also examined. The chapter then discusses emerging studies that uncover that culturally open and world-minded consumers are less susceptible to these attitudes, pointing to ways that the bias against Chinese brands and products can be revised. Finally, the chapter discusses the success of some Chinese firms (e.g., Alibaba) and their favourable spillovers on perceptions of Chinese firms and their products.