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DC FieldValueLanguage
dc.contributorSchool of Designen_US
dc.contributor.advisorde Bont, Cees (SD)-
dc.contributor.advisorKwok, Y. C. Jackie (SD)-
dc.contributor.advisorLee, P. Y. Vincie (SD)-
dc.creatorLi, Wenhua-
dc.publisherHong Kong Polytechnic University-
dc.rightsAll rights reserveden_US
dc.titleAdvertising in emerging market : relationships among advertising, values and lifestyles of the new urban middle class in post-reform Chinaen_US
dcterms.abstractThe 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.en_US
dcterms.extent3, 2, 261 pages : color illustrationsen_US
dcterms.isPartOfPolyU Electronic Thesesen_US
dcterms.educationalLevelAll Doctorateen_US
dcterms.LCSHHong Kong Polytechnic University -- Dissertationsen_US
dcterms.LCSHAdvertising -- Chinaen_US
dcterms.LCSHMarketing -- Chinaen_US
dcterms.LCSHConsumer behavior -- Chinaen_US
dcterms.accessRightsopen accessen_US

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