The Interplay Between Social Culture and Brand Culture in Consumer Decision-Making: A Decadal Study of Geely-Volvo in China

Huan Liu

doi:10.54097/3tk8yf42

Authors

Huan Liu

DOI:

https://doi.org/10.54097/3tk8yf42

Keywords:

Brand Culture, Social Culture, Consumer Decision-Making, Geely, Volvo, China

Abstract

This longitudinal study examines the dynamic relationship between Chinese social culture and Volvo's brand culture reconstruction following Geely's acquisition (2010-2023). Through qualitative analysis of interviews and archival data, the research identifies a two-phased cultural integration model. An initial "hands-off" approach proved crucial for preserving brand authenticity and preventing consumer trust erosion, while the subsequent synergy phase successfully blended Volvo's Scandinavian heritage with Chinese innovation. This process was mediated by rising Chinese nationalism and community networks (guanxi), transforming the acquisition into a source of consumer pride. The study offers both theoretical insights into cultural transitions and practical frameworks for managing cross-border acquisitions in culturally sensitive markets.

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