The Role of Corporate Social Responsibility in the Effect of Country-of-Origin on Brand Recognition - An Experimental Study -

Yuantao Fang,Han-Mo Oh(오한모) 대한경영학회 2019 대한경영학회 학술발표대회 발표논문집 Vol.2019 No.1

Developing Customer-Based Brand Equity in Foreign Markets

Yuantao Fang,Sunhee Choi 전북대학교 산업경제연구소 2016 아태경상저널 Vol.8 No.2

Many restaurant franchise firms have been expanding into foreign markets because of the globalization of markets and the intensification of competition on a global scale. In recent years, opportunities for global restaurant franchises appear to be prevalent in emerging economies. In particular, those firms have achieved strong performances in China because of their brand-equity. In fact, their brands are almost all major cities and become indispensable to Chinese people’s lives. Nonetheless, not all global restaurant franchises’ brands have been successful in China. Underpinning the belief that brand-equity is a key driver of market expansion success, the present study aims to propose useful customer-based brand-equity strategies for global restaurant franchises that seek a better chance to do business specifically in China. To achieve this objective, the study first conceptualizes customer-based brand-equity dimensions for global restaurant franchises. Second, analyzing some cases, the current study investigates the brands’ current positions in China. Third, based on these analyses, the study suggests that firms build brand salience, ingrain brand imagery, improve brand performance, enhance brand feelings, ameliorate brand judgements, and develop brand resonance.

Social Comparison Information, Ethnocentrism, National Identity Associated with Purchase Intention in China

Yuantao Fang,Han-Mo OH,Ki-Chang YOON,Zhuoqi Teng 한국유통과학회 2019 유통과학연구 Vol.17 No.5

Purpose – The purpose of our study is to provide an understanding of the relationships among consumer attention to social comparison information (ATSCI), consumer ethnocentrism (CET), national identity (NI), and consumer purchase intention to domestic brands (PIDB). Drawing on the social comparison theory (SCT) and social identity theory (SIT), we developed a model that is empirically testable and explains consumer behavior of domestic brands and products. Research design, data, and methodology – The conceptual framework was tested with primary data collected through a survey in China. Structural equation modeling was employed to test hypotheses. Results – The results from empirical analyses indicated that the ATSCI positively influenced CET and NI, and CET and NI affect consumer PIDB. In addition, the mediating effects of CET and NI on the relationship between ATSCI and PIDB were identified. Nonetheless, little direct impact of ATSCI on PIDB was reported. Conclusions – We suggested that international marketers use given information to attract consumer attention and develop appropriate promotions, especially for Chinese young generations that would pay much attention to social comparison information in their purchase decisions. Our study originally connected one socio-psychological antecedent, ATSCI, with CET and NI and estimated the relationships among the three antecedents and their effects on PIDB in order to predict consumer behavior in China.

The Impact of the RMB Exchange Rate Expectations on Foreign Direct Investment in China

Yuantao FANG,Ren-Hong Wu,호싸인 알람길 국제융합경영학회 2024 융합경영연구 Vol.12 No.3

Purpose: As a major economy attracting foreign investment, China is currently facing significant international economic pressure due to the appreciation of the RMB. Additionally, China is at a critical period of socio-economic development, where foreign direct investment (FDI) plays an indispensable role in stabilizing economic growth, adjusting industrial structure, and promoting economic transformation. Research design, data and methodology: This paper focuses on the relationship between RMB exchange rate expectations and FDI. It examines the magnitude of their relationship through empirical research using cointegration tests, Granger causality tests, and BVAR (Bayesian Vector Autoregression) analysis. Results: The comprehensive study of the empirical results in this paper concludes that there is a long-term cointegrated relationship between China's RMB exchange rate expectations and foreign direct investment, indicating that their relationship is stable in the long run. It is also found that RMB exchange rate expectations have a significantly positive impact in the short term, but this impact is not significant in the long term. Conclusions: The paper also considers the possibility of establishing a China-EU Free Trade Area in the future and offers policy recommendations regarding RMB exchange rate expectations and foreign direct investment.

The Relationship Between Renminbi Exchange Rate Fluctuations and China's Import and Export Trade

Ren-Hong Wu,Yuantao FANG,호싸인 알람길(Alamgir HOSSAIN ) 한국유통과학회 2024 산경연구논집 Vol.15 No.5

Purpose: The renminbi (RMB) has appreciated alongside the elevation of China's economic status, leading to increased exchange rate volatility. Moreover, China's medical industry saw a surge in import and export trade volume, with trade related to epidemic prevention and control in the medical sector significantly increasing its share. The medical device trade, in particular, occupies a substantial portion of this trade. Research design, data and methodology: This paper focuses on the import and export value of medical devices in the medical industry as a case study to explore the impact of RMB exchange rate fluctuations on the import and export trade of the medical industry during the pandemic. Additionally, it investigates whether the import and export trade of the medical industry can be a contributing factor to the fluctuations in the RMB exchange rate. Results: Through an empirical study on the import and export values of medical devices in the medical industry over the past three years, as well as the RMB exchange rate, this paper establishes a VAR model and conducts a series of tests including stationarity tests and cointegration tests. Conclusions: The conclusion is that fluctuations in the RMB exchange rate have a long-term impact on China's medical industry's import and export trade.

Impact of Renminbi Exchange Rate Fluctuations on China's Import and Export Trade: An Analysis Based on Data from Five ASEAN Countries

Ren-Hong Wu,Yuantao FANG,Alamgir Hossain 동아시아경상학회 2024 The East Asian Journal of Business Economics Vol.12 No.2

Purpose: In the era of global economic integration, China's doors of openness have widened, leading to increasingly frequent economic and trade exchanges between countries. Exchange rates, as a crucial economic lever for regulating foreign markets, play a vital role in the balanced development of a nation's international trade. Therefore, the relationship between exchange rate fluctuations and foreign trade has garnered widespread attention. Research design, data and methodology: This study utilizes import and export trade data between China and five ASEAN countries from 1998 to 2019. It employs regression analysis to examine the specific impact of the real effective exchange rate of the Renminbi on China's import and export trade with these ASEAN nations. Results: The empirical analysis yields the following conclusions: Firstly, the real effective exchange rate of the Renminbi exhibits a long-term stable relationship with China's import and export trade with the five ASEAN countries. Renminbi appreciation contributes to an increase in export trade volume but is detrimental to import trade. While this conclusion may deviate from classical trade theories, it aligns with the practical realities of China's foreign trade. Secondly, the coefficients before Gross Domestic Product (GDP) all display positive values, indicating that the growth of total economic demand has a stimulating effect on China's import and export trade.

Government–Business Relations and Corporate Cash Holdings: Evidence from China

Gao Yu,Cai Yan,Teng Zhuoqi,Fang Yuantao 한국증권학회 2022 Asia-Pacific Journal of Financial Studies Vol.51 No.6

This study employs data of Chinese firms between 2017–2019 to explore how government–business relations affect corporate cash holdings. We find that healthy government– business relations have a significantly positive impact on corporate cash holdings. The mechanism test 2 reveals that the former affects the latter through the channel of investment opportunities. Furthermore, product market competition positively moderates the relationship between government–business relations and corporate cash holdings, but financial constraints negatively moderate this relationship.The results of our research have implications for the government to optimize the quality of governance and for enterprises to adjust their business strategies