Title: The marketing implications of the 'undesired self'; the case of Chinese Y-generation

Authors: Alkis Thrassou, Demetris Vrontis, Ching-Wei Ho

Addresses: School of Business, University of Nicosia, Cyprus, 46 Makedonitissas Avenue, PO Box 24005, 1703 Nicosia, Cyprus. ' School of Business, University of Nicosia, Cyprus, 46 Makedonitissas Avenue, PO Box 24005, 1703 Nicosia, Cyprus. ' Tourism, Hospitality and Events School, Leeds Metropolitan University, Civic Quarter, Leeds, LS1 3HE, UK

Abstract: This research develops a framework of the |undesired self| by investigating what values are considered to be |undesired| amongst Chinese young men and women, as well as their attitude towards marketing/brand images. The research uses the findings to uncover the marketing implications of the group|s consumer attitudes and to make proposals within the strategic marketing context. The research|s methodology comprises both qualitative and quantitative tools, and concludes that the group associates the individual|s self-image with brand-image; that it has developed its own independent set of attitudes and perceptions; that these attitudes and perceptions, both regarding the wider self and marketing-specific images, are better considered as an amalgam incorporating elements from both cultures, frequently in their absolute form, and that a specially developed strategic marketing and marketing communications mix should be sought, when targeting this segment.

Keywords: consumer attitudes; brand image; branding; China; consumer behaviour; culture; strategic marketing; perceptions; self-image; undesired self.

DOI: 10.1504/JGBA.2008.019937

Journal for Global Business Advancement, 2008 Vol.1 No.4, pp.390 - 408

Published online: 16 Aug 2008 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article