Document Type

Article

Date of Original Version

2016

Department

Communication Studies

Abstract

China’s market with a huge demand and limited supply has been attracting international companies since 1976. This study examines the impact of cultural cringe on consumer behavior in the P.R. China by using Nike and Li-Ning, representing a Western and a Chinese sports brand respectively, as examples of the comparison. An online questionnaire survey with 36 questions is conducted in a comprehensive college in the P.R. China. Participants are 314 students from different majors. Results show that the increase of cultural cringe leads to the increasing likelihood of buying Nike’s products. Limitations of the study and the direction for future research are also discussed.

Publication Title, e.g., Journal

China Media Research

Volume

12

Issue

4

Included in

Communication Commons

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