Table 2 The summary of brand and product selection steps 1, 2, & 3.
Step 1 (n = 35) Consumers most desired to see the co-branding FB and PB | |||
|---|---|---|---|
FBs | Mean | PBs | Mean |
1. Starbucks | 5.64 | 1. HEYTEA | 5.59 |
2. Red Bull | 5.37 | 2. Nayuki’s Tea | 5.34 |
3. Sprite | 5.18 | 3. Cha Yan Yue Se | 5.21 |
4. Coca-Cola | 5.04 | 4. Jianlibao | 5.16 |
5. McCafé | 4.89 | 5. LeLeCha | 5.03 |
6. Pepsi | 4.62 | ||
7. 7-up | 4.26 | ||
8. Costa Coffee | 3.35 | ||
Step 2 (n = 35) Consumers’ opinions toward the best representation of CMCPs in the Chinese market | |||
Items | Mean | ||
1. Tea sets | 6.10 | ||
2. Tumblers | 5.42 | ||
3. Bags | 5.10 | ||
4. Mugs | 4.15 | ||
5. Postcards | 3.56 | ||
6. Key chains | 2.28 | ||
Step 3 (n = 38) Consumers’ opinions about the most representative American and Chinese cultural symbols | |||
American Cultural Symbols | Mean | Chinese Cultural Symbols | Mean |
1. Teddy bear | 5.26 | 1. Panda bear | 5.45 |
2. Eagle | 5.02 | 2. Dragon | 5.30 |
3. Knight | 4.70 | 3. Tai Chi | 5.00 |
4. Lion | 4.57 | 4. Peony | 4.69 |
5. Castle | 4.20 | 5. Tiger | 2.88 |
