Exploring Geographical Differences in Branding Across China | Professor Junhong Chu

Past studies unveiled geographic associations in branding, with consumers in different locations preferentially purchasing goods from specific countries or regions. Professor Junhong Chu at Hong Kong University and the National University of Singapore recently carried out a study exploring inequalities and geographical differences in the patterns of trade between different Chinese provinces. Her findings highlight different factors that can contribute to these observed geographic branding asymmetries, including distance, home-biases, migration, ethnicity, and cultural similarities.