The Transformation of Foreign Brands in China: An Legitimacy Perspective

The purpose of this research is to develop a systematic understanding about social fit process of foreign brands in China. Drawing on personal interviews of 45 CEOs or senior managers of foreign brands operating in China as well as field observation, we explicate the transformation process of foreign brands by which brand legitimacy strategies shapes the transformation outcome (brand equity) of foreign brands in China. The findings suggest that brand legitimacy is a key logic of social fit that improves brand appropriateness and acceptance of all audiences in China society and eventually enhance brand equity.