Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements

Michel Laroche*, Rong Li, Marie-Odile Richard, Muxin Shao

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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Abstract

Purpose
This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural compatibility, cultural elements authenticity and cultural pride) affecting the purchase intentions (PIs) toward global brands using Chinese elements among Chinese consumers in China and Chinese immigrants in North America. Another aim is to examine the moderating role of acculturation in the relationship between cultural pride and PIs among Chinese immigrants.

Design/methodology/approach
Three studies were conducted to test the hypotheses in China and North America. Confirmatory factor analysis was used to confirm the factor structure. Hierarchical regression was used to test the main effects and moderated regression analysis was used to test the moderation effect.

Findings
Results show that cultural compatibility, cultural elements authenticity (CEA) and cultural pride positively affect the PIs toward global brands with Chinese elements for both Chinese consumers and Chinese immigrants. Further, among Chinese immigrants, acculturation moderates the relationship between cultural pride and PIs.

Originality/value
This study explored the factors influencing the PIs toward global brands using Chinese elements, filling a research gap. To the best of the authors’ knowledge, this study is the first to examine how perceived CEA affects consumers’ PIs toward global brands with Chinese elements. Further, the findings have implications for global brands that want to target Chinese consumers and Chinese immigrants in overseas markets.
Original languageEnglish
Number of pages17
JournalJournal of Product and Brand Management
Early online date2 Dec 2020
DOIs
Publication statusE-pub ahead of print - 2 Dec 2020
Externally publishedYes

Keywords

  • global brands
  • Chinese elements
  • cultural compatibility
  • acculturation
  • cultural elements authenticity
  • cultural pride

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