For Russian companies, the Chinese market offers vast opportunities to increase the scale of their activities and maximize profits.But when entering the market, companies face a number of problems: the difficulty of gaining consumer confidence, unfamiliarity with China's domestic market, its needs, misunderstanding of differences in the mentality and psychology of consumption. Therefore, the purpose of the study was to identify the main factors in the formation of brand trust among Chinese consumers.The results of the work will be useful for food manufacturing companies seeking to export their products to the Chinese market.
brand trust, cultural characteristics, customersneeds, brand adaptation and positioning, China
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