Support your country and buy Chinese brands’ – would Chinese consumers buy it

Liu, Yu-lun, Karimi, Sahar and Yuen, Tsunwai Wesley (2018) Support your country and buy Chinese brands’ – would Chinese consumers buy it. Journal of Marketing Communications, 26 (2). pp. 130-144. ISSN 1352-7266

Full content URL: doi.org/10.1080/13527266.2018.1466824

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Abstract

This study explores the impact of advertising messages that contain national identity content on Chinese consumers’ purchase intention and actual purchase. A scenario-based experiment (n = 357) and an open-ended qualitative survey (n = 26) illustrated that Chinese consumers’ brand attitude and purchase intentions are positively influenced by national identity. Nevertheless, the findings suggest that such an advertising strategy is not sufficient for increasing actual product sales when employed on its own. The impact of these advertisements on actual purchase is affected and moderated by utilitarian and hedonic values.

Keywords:National identity, advertising, Chinese domestic brands, purchase intention, actual purchase
Subjects:N Business and Administrative studies > N550 International Marketing
N Business and Administrative studies > N500 Marketing
N Business and Administrative studies > N560 Promotion and Advertising
Divisions:Lincoln International Business School
ID Code:39417
Deposited On:10 Jan 2020 16:01

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