A Study of Cultural Openness and Attitudes towards Global Brands among Chinese Consumers

• 영문명: A Study of Cultural Openness and Attitudes towards Global Brands among Chinese Consumers
• 발행기관: 한국APEC학회
• 저자명: Chen Chen Zhang 한방울
• 간행물 정보: 『Journal of APEC Studies』Vol.15 No.2, 69~86쪽, 전체 18쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2023.12.31

영문 초록

The purpose of this research is to investigate how cultural openness influences Chinese consumers’ attitudes towards global brands. This study further examines the moderating role of perceived brand quality and conspicuous consumption on the relationship between consumer cultural openness and attitudes towards global brands. Data was collected by conducting a survey among consumers in China. Linear regression was employed to examine the main effects of cultural openness and attitudes towards global brands. To test the moderating effects of perceived brand quality and conspicuous consumption, the PROCESS Macro model 1 was used. The results of this study show that consumers’ cultural openness positively influences their attitudes towards global brands while this effect is moderated by conspicuous consumption, with the positive influence of cultural openness strengthening for individuals with higher levels of conspicuous consumption. Additionally, the findings indicate that consumer perceptions of brand quality play a moderating role in the relationship between cultural openness and attitudes, resulting in a negative effect for consumers with high perceived brand quality. This research makes a valuable contribution to the field of international business and global marketing by exploring the relationships between consumer cultural factors and attitudes towards global brands. Additionally, the findings of this study provide international brand managers operating in developing markets meaningful insights when targeting specific market segments.

목차

Ⅰ. Introduction

Ⅱ. Theoretical Background and Hypothesis

Ⅲ. Method

Ⅳ. Results

Ⅴ. Conclusion

Ⅵ. Limitation and Research Directions

References

키워드

cultural openness perceived brand quality conspicuous consumption Chinese consumers