Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements
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...
Paper Details
Title
Understanding Chinese consumers’ and Chinese immigrants’ purchase intentions toward global brands with Chinese elements
Published Date
Dec 2, 2020
Volume
30
Issue
8
Pages
1077 - 1093
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Notes
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