Love for one’s country or oneself: A brand-choice framework in emerging markets

Main Article Content

Xiaodong Zhu
Chunling Yu
Saiquan Hu
Cite this article:  Zhu, X., Yu, C., & Hu, S. (2016). Love for one’s country or oneself: A brand-choice framework in emerging markets. Social Behavior and Personality: An international journal, 44(2), 325-338.


Abstract
Full Text
References
Tables and Figures
Acknowledgments
Author Contact

We utilized 185 Chinese survey responses to evaluate the effects of national brand consciousness (NBC) and self–brand connection (SBC) on Chinese consumer preferences. We used linear models, and our analyses established two key effects. First, NBC was positively related to Chinese consumers’ attitudes toward national brands and negatively related to foreign brands. Second, SBC exerted a positive influence on Chinese consumers’ attitudes toward both national and foreign brands. Whereas quality judgments moderated their attitude toward national brands, psychological distance between consumer and brand moderated their attitude toward foreign brands. The relationship between brand attitude and purchase intention was also positive. Finally, we have suggested branding strategies for both Chinese and foreign firms operating in the Chinese market.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.

Article Details

© 2016 Scientific Journal Publishers Limited. All Rights Reserved.