Examining Chinese Consumer Brand Attitudes: Perceived Brand Globalness vs. Localness and the Mediating Role of Quality, Prestige, and Image

• 영문명: Examining Chinese Consumer Brand Attitudes: Perceived Brand Globalness vs. Localness and the Mediating Role of Quality, Prestige, and Image
• 발행기관: 한국상품학회
• 저자명: Yu, Di Kim, Ji Yoon
• 간행물 정보: 『상품학연구』제42권 제1호, 1~9쪽, 전체 9쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2024.02.28

영문 초록

The current paper investigates the impact of a brand's perceived globalness and localness on brand attitude, focusing on the mediating roles of perceived quality, brand prestige, and brand image in China. While previous studies have discussed the effect of perceived brand globalness and localness on consumers' brand attitudes and purchase intentions, there is still limited research conducted in the Chinese market. Particularly, this study differs from previous ones by examining the mediating effect of brand image in addition to perceived quality and brand prestige. The analysis reveals that perceived brand globalness and localness positively influence the brand attitude of Chinese consumers, as supported by the mediating effects of perceived quality, brand prestige, and brand image. Moreover, through mediating effect analysis, brand prestige emerges as the strongest mediator between perceived brand globalness/localness and brand attitude, indicating that Chinese consumers' attitudes toward global and local brands are primarily influenced by brand prestige. Additionally, perceived quality and brand image are found to have subsequent effects. Conversely, the primary influencing factor on Chinese consumers' attitude toward perceived brand localness is brand prestige, followed by brand image and perceived quality. This suggests that, alongside brand prestige, brand image significantly impacts Chinese consumers. These findings imply that Chinese marketing brand managers should prioritize enhancing brand prestige to meet the status and prestige pursuit of Chinese consumers. Consequently, this study is considered significant as it explores the perceived globalness and localness of brands and provides practical implications formarketingmanagers.

목차

I. Introduction

II. Theoretical Background

III. Methodology and Measures

V. Conclusion and Implications

Reference

키워드

perceived brand globalness perceived brand localness perceived quality brand prestige brand image brand attitude