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Academic Journal of Business & Management, 2023, 5(4); doi: 10.25236/AJBM.2023.050406.

Exploring Burberry’s Consumer Boycott: A Cross Cultural Comparison of the UK and China


Yuling Zhu

Corresponding Author:
Yuling Zhu

University of Leeds, Leeds, United Kingdom


While many global luxury goods have entered the Chinese market and Chinese consumers' consumption levels are on the rise, major brands have been exposed for insulting, discriminating, and treating Chinese consumers differently. Burberry's long history of sales and promotion in the Chinese market has been marked by considerable prejudice and misunderstanding of Chinese culture, to the extent that there have been many incidents of culture conflict, leading to Burberry being questioned and resisted.


Cross-cultural Marketing, Consumer Boycott, Cultural Conflict

Cite This Paper

Yuling Zhu. Exploring Burberry’s Consumer Boycott: A Cross Cultural Comparison of the UK and China. Academic Journal of Business & Management (2023) Vol. 5, Issue 4: 30-36. https://doi.org/10.25236/AJBM.2023.050406.


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