Ustomers changing perception of foreign brands in Chinese young adults: The importance of oversea development of UK retailers (high end -Luxury)

Aim:
Many UK fashion retailers are expanding their business into China, and they are facing challenges of maintaining their original brand identity while being favoured by Chinese customers, especially luxury brands. The aim of this research is to investigate the changing consumer perceptions, consumerism and decision-making style of foreign brands particularly in Chinese young adults. And its effect on purchasing intentions of newly-Imported UK brand in China

Covering topics:
Country of origins / Psychic distance / Culture difference / Consumer behaviour / Concept of positioning / Standardisation and Adaptation/ Need for Uniqueness.