Perception of US branded apparel in Shanghai

Marilyn Delong, Mingxin Bao, Juanjuan Wu, Huang Chao, Meng Li

Research output: Contribution to journalArticlepeer-review

43 Scopus citations


This study focuses on perceptions of registered brands sold in Shanghai. Brand identity has been studied in Western settings; this study expands understanding of brand identity from a Chinese perspective. Chinese shoppers in Shanghai shopping malls were asked to compare US and Chinese brands in a survey about their perceptions of product attributes, brand identification and store environment. In the analysis of data, US brands were evaluated more positively than Chinese on attributes of design innovation, workmanship, brand image, service, and display of products, while Chinese brands received more positive marks on fit and price satisfaction. Low brand loyalty among the Chinese shoppers meant that brand image and competition among brands are keen. To remain competitive, US companies which plan to increase their market in China need to pay attention to product quality and how brand identity is interpreted within Chinese culture.

Original languageEnglish (US)
Pages (from-to)141-153
Number of pages13
JournalJournal of Fashion Marketing and Management
Issue number2
StatePublished - 2004


  • Brand awareness
  • Brand identity
  • China
  • Consumer psychology
  • Marketing
  • United States of America


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