| Autor: |
Candy Lim Chiu, Han-Chiang Ho, Zhengqiao Xie, Qi Wu, Yuqi Yuan |
| Jazyk: |
angličtina |
| Rok vydání: |
2024 |
| Předmět: |
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| Zdroj: |
Humanities & Social Sciences Communications, Vol 11, Iss 1, Pp 1-14 (2024) |
| Druh dokumentu: |
article |
| ISSN: |
2662-9992 |
| DOI: |
10.1057/s41599-024-02954-1 |
| Popis: |
Abstract Chinese consumers have shown a strong preference for foreign brands (FBs) for many years. However, in recent years, rising patriotism has spurred Chinese consumers to source locally, indicating a shift in preference for patriotic brands (PBs). FBs operating in the world’s second-largest market are now framing their marketing strategies to appeal more to Chinese consumers. This study examines two culturally mixed co-branded product (CMCP) framing strategies: foreign × host culture (FB × PB) and host × foreign culture (PB × FB). The results show that the effects of product fit and cultural congruence on co-branding attitude for PB × FB is stronger than that of FB × PB, and the influence of brand fit on co-branding attitude for FB × PB is stronger than that of PB × FB. Additionally, the impact of the co-branding attitude on cultural sensitivity was significant for PB × FB, whereas that on product quality was significant for FB × PB. Furthermore, the effects of co-branding attitude on purchase probability were significant for both types of CMCP framing (FB × PB |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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