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

Liu, Yu-Lun, Karimi, Sahar, Yuen, Tsunwai Wesley (2018) Support your country and buy Chinese brands – would Chinese consumers buy it? Journal of Marketing Communications, . ISSN 1352-7266. (doi:10.1080/13527266.2018.1466824) (KAR id:67011)

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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.

Item Type: Article
DOI/Identification number: 10.1080/13527266.2018.1466824
Uncontrolled keywords: National identity, advertising, Chinese domestic brands, purchase intention, actual purchase
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Yu-Lun Liu
Date Deposited: 14 May 2018 13:34 UTC
Last Modified: 23 Jan 2023 08:13 UTC
Resource URI: (The current URI for this page, for reference purposes)

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