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By Alexander Fraß

This paper presents a tenet for the way the total approach chain of automobile after-sales prone might be researched in China. furthermore, Schwartz's person point price idea is brought as a priceless operationalisation method of cultural advertising and marketing. So, values are modelled as exogenous variables for you to express which of them are quite causal. a complete of 301 chinese language workshop shoppers have been surveyed to evaluate the severe luck components of after-sales companies through partial least squares structural equation modelling. After-sales providers became vitally important within the vehicle undefined. in spite of the fact that, this sector has no longer been sufficiently researched, really in regards to China, an important automobile marketplace globally.

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Extra resources for Achieving Brand Loyalty in China through After-Sales Services: With a Particular Focus on the Influences of Cultural Determinants

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455. 255 Cf. Hsu/Nien (2008), p. 438. 256 Duden (n. ) (2013), Ethnozentrismus. 257 Cf. Hsu/Nien (2008), pp. 441 f. 258 Cf. Kumara/Canhua (2010), pp. 343 ff. 253 Chinese Consumer Behaviour in the Context of Intercultural Marketing 45 With regard to the COO in conjunction with China, the following studies can be considered: 259 • Global brands in context of decision-making: ROSENBLOOM ET AL. (2012)260 • Brand preferences of urban Chinese in buying behaviour: KWOK ET AL. (2006)261 • Using preferences of domestic and foreign internet services: OH/ZHANG (2010)262 • Ethnocentrism and nationalist opinions as a potential danger for foreign goods: PARKER ET AL.

91 In addition, within the German marketing publications, there are a few quite well founded omnibus volumes such as EBEL ET AL. ) (2004). 93 The basic principles, structural characteristics and design parameters of the German automotive industry are described by DIEZ ET AL. 94 Here the globalisation challenges of OEMs as well as important growth markets like China are preliminarily outlined. This is a task area which HÜNERBERG ET AL. 98 Likewise, with regard to the marketing mix, the automotive marketing is researched in an instrument-specific way, which is why each one important research work within 90 Cf.

A. (2012e), XI. Population, Living Conditions and Social Security. 227 Chinese Consumer Behaviour in the Context of Intercultural Marketing 41 The segment of luxury goods is researched by SAIDI ET AL. 232 The authors refer to the fact that this Chinese target group strongly differs from both Western and other Far-Eastern HNWIs. Moreover, all of society in China is subject to fast changes. ’233 Summing up, they recommend adjusting marketing strategies to local conditions and especially strengthening brand awareness.

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