China’s reputation in the USA: Strategies for consumers

Abstract

This research aimed to analyze China’s reputation by measuring its Country Brand Equity’s (CBE). A survey was undertaken with American consumers and structural equation modelling was conducted. Findings indicated the following dimensions of China’s CBE: Country Brand Perceived Quality (CBQua) - the highest measure related to CBE, followed by Country Brand Loyalty (CBLoy), Country Brand Reputation (CBRep), and Country Brand Awareness (CBAw). Theoretically, this research contributes to studies on China’s reputation, especially in strategic management in order to stimulate business drivers. Furthermore, this study encourages brand managers, executives to focus on international business strategies based on positioning a country reputation.