A cultural approach to brand equity: the role of brand mianzi and brand popularity in China

International marketers face a challenge in applying Western-derived theory in emerging markets such as China where there has been rapid economic growth and sociocultural transition. This study develops “culturally contextualized” determinants of brand equity in China. A qualitative approach consisting of 30 interviews revealed two new factors linking to brand equity: brand popularity and brand mianzi. A quantitative questionnaire survey with a...