Author: Li, Wenhua
Title: Advertising in emerging market : relationships among advertising, values and lifestyles of the new urban middle class in post-reform China
Degree: Ph.D.
Year: 2017
Subject: Hong Kong Polytechnic University -- Dissertations
Advertising -- China
Marketing -- China
Consumer behavior -- China
Pages: 3, 2, 261 pages : color illustrations
Language: English
Abstract: The fundamentals of this thesis rely on the need for insights into consumer values and lifestyles in emerging markets. Previous studies on values, lifestyles, and advertising are conducted in developed economies with mature consumer markets. In emerging markets, the generalizability of findings from earlier studies needs to be examined. An enhanced understanding of the lifestyles of consumers in emerging markets, of their attitudes toward advertising, and of the values they cherish most, will improve the performance of designers, advertisers, and marketers. Guided by such an objective, this research presents quantitative studies on advertising, values, and lifestyles of the new middle class in post-reform China. This class is a representative emerging market with relatively strong economic growth. This research seeks to understand the intra-class differences among the middle-class consumers in China in terms of value ranking, lifestyle segments, and attitude to advertising. The new middle class in China is segmented into four lifestyle groups to portray their demographics, lifestyles, value propositions, and consumption patterns, all of which offer up-to-date knowledge about the new middle class in post-reform China. The lifestyle segments identified in this research can help marketers to compare the similarities and differences between the Chinese middle class and the consumers in developed markets. This study examines value and lifestyle issues from the perspective of advertising in emerging markets. The mediating role of advertising enables us to better understand the formation of and changes in the values and lifestyles of the new middle class in emerging markets, such as China. Value priorities and lifestyle preferences significantly affect purchase decisions. Therefore, understanding the shared values, lifestyles, and desires of different groups of Chinese middle class can help marketers precisely target potential consumers and develop in-depth consumer insights. The findings of this study can also contribute to advertisers and designers by enabling them to understand the attitudes of the Chinese middle class toward advertising, the way they perceive and interact with advertisements, and the value themes in advertisements that attract them the most. Empirical findings in this research give a broader and more comprehensive view on values and lifestyles of middle-class consumers in emerging economies.
Access: open access

Files in This Item:
File Description SizeFormat 
991022052657203411.pdfFor All Users4.92 MBAdobe PDFView/Open


Copyright Undertaking

As a bona fide Library user, I declare that:

  1. I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
  2. I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
  3. I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.

By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.

Show full item record

Please use this identifier to cite or link to this item: https://theses.lib.polyu.edu.hk/handle/200/9278