Twenty Years of Research on Marketing in China

Ouyang, Ming; Zhou, Dongsheng; Zhou, Nan

doi:10.1300/j042v14n01_10

Cited by 13 publications

(6 citation statements)

References 19 publications

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“…The reader will note the longitudinal increase in the number of articles published. This continues an upward trend in the number of published articles that was noted in earlier research (Ouyang et al, 2000).…”

Section: Contents and Categories Of The Articlessupporting

confidence: 68%

“…A look at Tables 3 and 4 for easy reference. This dominance by Hong Kong institutions continues a trend that was noted in earlier research (Ouyang et al, 2000). The dominance of Hong Kong universities can also be seen by an examination of Table 5, which ranks the researchers by citations to their articles.…”

Section: The Researchers' Institutional Affiliationssupporting

confidence: 63%

“…In general, we have (partially) followed the procedure of an earlier survey of journal articles relating to marketing in China by Ouyang et al (2000). In that research, the authors summarized the work that had been published, the topics covered in the work, and the places the papers have been published.…”

Section: Methodsmentioning

confidence: 99%

“…This final category includes nine articles (9%) found in the research sample that were difficult to categorize, but which nonetheless were of interest. Examples are general articles about marketing in China (Liu, 2007;Thorellia, 1988;Kirpilani and Robinson, 1989;Knowles et al, 1990), a literature survey of articles written about marketing in China (Ouyang et al, 2000), and marketing ethics in China (Walle, 2011;Singh et al, 2007).…”

Section: Miscellaneousmentioning

confidence: 99%

“…If there were two other co-authors, the researcher received one-third of a publication credit, and so on. This procedure has been adopted in previous studies (Ouyang et al, 2000). The 195 researchers who wrote the 100 articles were also ranked by citations to their articles by other researchers (Table 5).…”

Section: Top Contributorsmentioning

confidence: 99%

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A descriptive inventory study of recent China marketing research

Trotter¹,

Tian²

2012

Afr. J. Bus. Manage.

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This paper surveys marketing research related to China. It focuses upon marketing journals whose scope covers marketing in Asia and China. One hundred articles selected from seven journals were reviewed and analyzed. The research discovered that academic articles on China marketing published in the last decade or so not only increased in number but also expanded in scope. Although most researchers were Chinese ethnically oriented, non-Chinese scholars and Chinese scholars jointly published a large number of articles (44%). Articles solely written by non-Chinese ethnically oriented scholars were relatively limited. Much research emanated from Hong Kong-based institutions. It is clear that since the role China plays in the world economy has become more important, and since the demand for China marketing research is increasing, current research cannot meet the needs of international business. Therefore, scholars both from China and from all over the world should do more research on China marketing.

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Section: Contents and Categories Of The Articlessupporting

confidence: 68%

Section: The Researchers' Institutional Affiliationssupporting

confidence: 63%

Section: Methodsmentioning

confidence: 99%

Section: Miscellaneousmentioning

confidence: 99%

Section: Top Contributorsmentioning

confidence: 99%

See 3 more Smart Citations

A descriptive inventory study of recent China marketing research

Trotter¹,

Tian²

2012

Afr. J. Bus. Manage.

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Understanding Choice-Goal Compatibility, Dissonance and Decision Satisfaction

Shao

2011

Australasian Marketing Journal

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Choices can be difficult and emotion-laden when decision making involves trade-offs between valued goals ( Luce et al., 1997 ). This research examines dejection and agitation emotions aroused subsequent to choices. The rationale of this research is that if the choices people make fit in with their goals, they will be more satisfied than if the choices do not fit in with their goals. This research aims to investigate relationships between choice-goal compatibility, post-choice dissonance and decision satisfaction. We used an experimental survey design in the context of Chinese consumers. We found that choice-goal compatibility reduced post-choice dissonance which, in turn, enhanced decision satisfaction. The research reported here has important implications. For example, marketers often use dissonance reduction strategies to enhance customer satisfaction. In doing so, marketers should first know which type of negative emotions they are coping with, agitation or dejection. More importantly, marketers need to consider goal attainment in pre-choice, choice and post-choice stages of consumption.

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Tiers and Fears: An Investigation of the Impact of City Tiers and Uncertainty Avoidance on Chinese Consumer Response to Creative Advertising

Bilby

Reid

Brennan

et al. 2020

Australasian Marketing Journal

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Marketers in China have long used the government's system of city tiers as a de facto segmentation tool. Previous research shows that this has led to assumptions on the part of advertisers about differing levels of conservatism and uncertainty avoidance between city tiers. This in turn has resulted in advertisers’ reluctance to invest in creative advertising, particularly when it is directed at consumers in low tier Chinese cities. This paper investigates potential differences in consumer response to advertising creativity between high (Tier 1–2) and low (Tier 5–6) Chinese cities; the moderating effect of uncertainty avoidance on Chinese consumer processing of creative ads; and the efficacy of tiers as a means of segmenting the complex Chinese marketplace. Findings reveal that regardless of tier, Chinese consumers respond positively to advertising that engages their emotions. Additionally, while Chinese consumers rank high in uncertainty avoidance, this does not moderate their response to creative ads.

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Twenty Years of Research on Marketing in China

Cited by 13 publications

References 19 publications

A descriptive inventory study of recent China marketing research

A descriptive inventory study of recent China marketing research

Understanding Choice-Goal Compatibility, Dissonance and Decision Satisfaction

Tiers and Fears: An Investigation of the Impact of City Tiers and Uncertainty Avoidance on Chinese Consumer Response to Creative Advertising

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