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Consumer Perspectives of Cultural Branding: The Case of Burberry in Taiwan

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Book cover Advances in Chinese Brand Management

Part of the book series: Journal of Brand Management: Advanced Collections ((JBMAC))

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Abstract

To date, few studies have used an integrated approach to investigate the cultural influences of international luxury brands. The lack of such an approach is partly why this industry is still defined as ‘fuzzy’ (Kapferer, 2006, p. 67) and ‘open for debate’ (Atwal and Williams, 2009, p. 338). To investigate the formation of a cultural brand, this qualitative research uses 31 in-depth interviews from Taiwanese consumers to better understand a specific international luxury brand, namely Burberry. To analyse this cultural brand that has successfully leveraged its associated cultural identity and made Britishness part of its brand meaning, we draw on the literature from the areas of brand personality, country image effect and consumer involvement.

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Authors
  1. Norman Peng
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  2. Annie Huiling Chen
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Editors and Affiliations

  1. Brunel University London, UK

    John M. T. Balmer  & Weifeng Chen  & 

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Peng, N., Chen, A.H. (2017). Consumer Perspectives of Cultural Branding: The Case of Burberry in Taiwan. In: Balmer, J.M.T., Chen, W. (eds) Advances in Chinese Brand Management. Journal of Brand Management: Advanced Collections. Palgrave Macmillan, London. https://doi.org/10.1057/978-1-352-00011-5_6

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