Cross-Cultural Brand Perception and Purchasing Motivation: Exploring Chinese and Swedish Consumer Responses to Volvo and BYD
(2025) BUSN39 20251Department of Business Administration
- Abstract
- Title: Cross-Cultural Brand Perception and Purchasing Motivation: Exploring Chinese and
Swedish Consumer Responses to Volvo and BYD
Date of seminar: 05-06-2025
Course: BUSN39 - Degree Project in Global Marketing - Master Level
Authors: Yujing Jiang and Xinlei Liu
Supervisor: Veronika Tarnovskaya
Keywords: International Brand, Brand Perception, Purchasing Motivation, Cross-culture,
Home Country & Host Country
Research questions: How do consumers in different cultural environments perceive
international brands and form purchase motivations?
Purpose: The purpose of this thesis is to explore how consumers in different cultural
backgrounds construct perceptions and purchasing motivations towards international brands,
and to further... (More) - Title: Cross-Cultural Brand Perception and Purchasing Motivation: Exploring Chinese and
Swedish Consumer Responses to Volvo and BYD
Date of seminar: 05-06-2025
Course: BUSN39 - Degree Project in Global Marketing - Master Level
Authors: Yujing Jiang and Xinlei Liu
Supervisor: Veronika Tarnovskaya
Keywords: International Brand, Brand Perception, Purchasing Motivation, Cross-culture,
Home Country & Host Country
Research questions: How do consumers in different cultural environments perceive
international brands and form purchase motivations?
Purpose: The purpose of this thesis is to explore how consumers in different cultural
backgrounds construct perceptions and purchasing motivations towards international brands,
and to further identify the potential relationship between brand perception and purchasing
motivation, thereby highlighting the key role of culture in the development of international
brands.
Methodology: A semi-structured interview is conducted to collect the attitudes of 6 Chinese
and 6 Swedish interviewees towards two international brands (Volvo and BYD) as primary
data. The data are analyzed through thematic coding to answer the core research questions.
Theoretical implications: This thesis proposes that brand perception is the result of the joint
negotiation of corporate marketing communication strategy, consumer identity construction,
and sociocultural context, proving that brand perception is a dynamic process of multi-
dimensional construction. Also, brand perception and purchasing motivation are not a single
linear relationship but are interactively influenced by multiple aspects such as cultural
consistency, consumer psychological expectations, market context, and consumer level of
involvement. Culture, as an underlying mechanism, profoundly shapes perception, motivation,
and the relationship between the two in a subtle way.
Practical implications: This thesis not only provides an understanding of the differences in
consumer culture between China and Sweden but also lays the foundation for brand
development, thereby avoiding the risk of deviations between actual brand behavior and
consumer perception leading to a decrease in consumer purchasing intention or brand transfer
under cross-cultural development. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9203942
- author
- Liu, Xinlei LU and Jiang, Yujing LU
- supervisor
- organization
- course
- BUSN39 20251
- year
- 2025
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 9203942
- date added to LUP
- 2025-06-30 12:14:29
- date last changed
- 2025-06-30 12:14:29
@misc{9203942,
abstract = {{Title: Cross-Cultural Brand Perception and Purchasing Motivation: Exploring Chinese and
Swedish Consumer Responses to Volvo and BYD
Date of seminar: 05-06-2025
Course: BUSN39 - Degree Project in Global Marketing - Master Level
Authors: Yujing Jiang and Xinlei Liu
Supervisor: Veronika Tarnovskaya
Keywords: International Brand, Brand Perception, Purchasing Motivation, Cross-culture,
Home Country & Host Country
Research questions: How do consumers in different cultural environments perceive
international brands and form purchase motivations?
Purpose: The purpose of this thesis is to explore how consumers in different cultural
backgrounds construct perceptions and purchasing motivations towards international brands,
and to further identify the potential relationship between brand perception and purchasing
motivation, thereby highlighting the key role of culture in the development of international
brands.
Methodology: A semi-structured interview is conducted to collect the attitudes of 6 Chinese
and 6 Swedish interviewees towards two international brands (Volvo and BYD) as primary
data. The data are analyzed through thematic coding to answer the core research questions.
Theoretical implications: This thesis proposes that brand perception is the result of the joint
negotiation of corporate marketing communication strategy, consumer identity construction,
and sociocultural context, proving that brand perception is a dynamic process of multi-
dimensional construction. Also, brand perception and purchasing motivation are not a single
linear relationship but are interactively influenced by multiple aspects such as cultural
consistency, consumer psychological expectations, market context, and consumer level of
involvement. Culture, as an underlying mechanism, profoundly shapes perception, motivation,
and the relationship between the two in a subtle way.
Practical implications: This thesis not only provides an understanding of the differences in
consumer culture between China and Sweden but also lays the foundation for brand
development, thereby avoiding the risk of deviations between actual brand behavior and
consumer perception leading to a decrease in consumer purchasing intention or brand transfer
under cross-cultural development.}},
author = {{Liu, Xinlei and Jiang, Yujing}},
language = {{eng}},
note = {{Student Paper}},
title = {{Cross-Cultural Brand Perception and Purchasing Motivation: Exploring Chinese and Swedish Consumer Responses to Volvo and BYD}},
year = {{2025}},
}