Abstract

The Chinese government launched the “going abroad” policy in 2001 to encourage Chinese companies to invest and create Chinese brands in international markets. However, the perceptions of Chinese brands among Western consumers have been shown to be consistently low, especially amongst European consumers. This research aims to investigate the Irish consumers’ perception of Chinese brands and how to improve the “Made in China” image. This paper also investigates consumers’ perceptions and attitudes when making purchase decisions for Chinese brands based on gender, age, and nationality. The paper provides important recommendations for Chinese companies who plan to enter the European, and more particularly, the Irish market.