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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Official URL: https://doi.org/10.1080/13527266.2018.1466824 |
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.
Item Type: | Article |
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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: | https://kar.kent.ac.uk/id/eprint/67011 (The current URI for this page, for reference purposes) |
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