How global brands incorporating local cultural elements increase consumer purchase likelihood
作者: Jiaxun HeCheng Lu Wang
作者单位: 1Asia Europe Business School, Faculty of Economics and Management, East China Normal University , Shanghai, China
2Department of Marketing and Quantitative Analysis, College of Business, University of New Haven , West Haven, Connecticut, USA
刊名: International Marketing Review, 2017, Vol.34 (4), pp.463-479
来源数据库: Emerald Journal
DOI: 10.1108/IMR-08-2014-0272
关键词: Global brandsGlobal identityBrand local iconnessChinese elementsCultural compatibilityLocal identity
原始语种摘要: Purpose(#br)The purpose of this paper is to investigate the influence of incorporating Chinese elements in global brands on consumer purchase likelihood. (#br)Design/methodology/approach(#br)Six global brand products from three categories that utilized Chinese elements are used to test hypotheses. The Total Effect Moderation Model is used to analyze by combining moderation and mediation under a general analytical framework. (#br)Findings(#br)The results show that cultural compatibility has direct positive effect, in addition to an indirect effect (through local iconness) on purchase likelihood. Meanwhile, consumer cultural identity is found to moderate the impact of brand local iconness on purchase likelihood. (#br)Practical implications(#br)Evaluation and improvement of cultural...
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