The Research:Consumer Identity’s Effect On The Evaluation Of "Chinese Elements" In Global Brand

As the Internationalization of Chinese brands, global brands were fond of "Chinese style". It is worth to study that the Chinese elements are complements of global brands or not and what on earth affects the effectiveness of Chinese elements clue. Therefore, this paper is trying to verify the effectiveness of Chinese elements, and explain its influencing mechanism from products and brands.Chinese element stereotype consistency refers to the degree of the Chinese elements’consistent with its inherent stereotype. This paper applies questionnaire survey method. This research mainly explores the Chinese element clue’s stereotype consistency’s impact on product attitude, purchase intention, perceived brand globalness and brand localness.And it discusses the moderate effect of consumer identity.This finding shows that:(1) For the global brands, the stronger stereotype consistency of Chinese element clue, the more positive product attitude will be and the stronger purchase intention consumer will have.(2) The lever of consumer identity will affect stereotype consistency’s impact on the product attitude and purchase intention. If the consumer has higher global identity, the Chinese elements clue’s stereotype consistency will have a smaller influence on consumer’s product attitude and purchase intention. If the consumer has higher Local identity, the Chinese elements clue’s stereotype consistency will have a stronger influence on consumer’s product attitude and purchase intention.(3) For a global brand, the use of Chinese elements clues will not weaken the perceived brand globalness, meanwhile, if the clue have stronger stereotype consistency, the consumer will perceive stronger brand localness. And the brand will be perceived high globalness and high localness.The global brands can benefit from the findings. Firstly, Using Chinese element is an effective way for the global brands which has entered the Chinese market. Secondly, the global shall maintain the Chinese elements’stereotype consistency. The stronger the clue’s stereotype consistency is, the more positive effect the clue will have on product attitude and purchase intention. In addition, the stereotype consistency of the Chinese element clue is an effective way to enhance brand perceived localness, it can let the brand be perceived high brand globalness and high brand localness. At last, it’s necessary for global brand to make use of consumer identity (global identity/local identity) in market segmentation, product design and strategy development.