Chinese Cultural Values: Their Dimensions and Marketing Implications

1 May 1988

journal article
Published by Emerald Publishing in European Journal of Marketing

Vol. 22 (5) , 44-57
https://doi.org/10.1108/eum0000000005285

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.

Keywords

This publication has 5 references indexed in Scilit:

Social Orientation and Individual Modernity among Chinese Students in Taiwan
The Journal of Social Psychology, 1981
Chinese Value Orientations in Hong Kong
Sociological Analysis, 1966
Varieties of human value.
Published by American Psychological Association (APA) ,1956
Some Observations on Character Structure in the Orient^†
Psychiatry: Interpersonal & Biological Processes, 1946
THE CHINESE CONCEPTS OF “FACE”
American Anthropologist, 1944