Research on the Paths of Cultural Elements Affecting Consumers' Attitudes to Chinese Brands

Linjing Zhu

《Frontiers in Economics and Management》 2卷10期 (2021/10) Pp. 137-144

https://doi.org/10.6981/FEM.202110_2(10).0020

摘要

In recent years, it has become a popular trend for brands to use cultural elements to implement brand strategies. This article intends to examine the influence of brands on consumers' purchasing intentions after using Chinese local elements or global cultural elements, and introduce cultural identity as a moderating variable. The research results show that not all Chinese brands are suitable for direct selection of Chinese elements to implement brand strategies. Compared with brands with low PBL, brands high PBL use Chinese local cultural elements can enable consumers has a stronger purchase intention; and cultural identity can positively strengthen the influence of the above two situations on consumers' purchase intention.

關鍵字

Chinese Brand ； Perceived Brand Localness ； Perceived Brand Globalness ； Cultural Elements ； Cultural Identity ； Purchase Intention

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