Research On The Influence Of Cultural Uniqueness On Consumers' Brand Attitude Under Different Brand Perceptions

Economic globalization is an important feature of the current world economic development,but also a long-term sustainable development trend.On the one hand,it has brought new challenges to those enterprises under globalized circumstance.On the other hand,it has also brought tremendous changes to customers' everyday life.With the rapid development of global economics,many multinational companies and well-known global brands flocked to people's lives,and try to attract more Chinese customers.People's lives have begun to be affected by cultural globalization at the same time.With the rapid development of Internet and the global media,with the booming of education,international travel and immigration industry,consumers'identity and brand awareness are becoming more globalized.Cultural globalization has not only affected our daily thinking mode,but also changed our perchasing habits to some extend.Like most developing courtiers that are still in a weak culture condition,China has been deeply influenced by foreign values by learning from western culture and under certain social and history context.Compared with other developed countries that have strong cultures,we seem to accepted thses advanced things easily.However,the fact that we have been living in this local cultural environment for so long that the traditional influence cannot be underestimated.So here comes the dilemma that to what extend have Chinese consumers been affected by those coming cuture,and whether this impact will bring up the different brand attitudes of Chinese consumers,both of which are worthy topics.Based on the discussions above,this paper chooses six brands under different brand cognitions as the research subject,through cultural studies,questionnaire survey and structural model analysis.And the paper also creatively choose "cultural uniqueness" as one of the important mediator variables,explore its impact on consumer brand attitude.While discussing about "Consumers'brand attitude under different brand perceptions",some researchers combined the global brand perception(PBG)with the local one(PBL).While discussing about comsumers' themselves,they usually choose consumers' own social identity as an important topic.And when the paper related to the relationship between social relations and non-local brand attitude,experts generaly believe that the formation of consumer brand attitude is likely to be affected by both multiple identity and personality characteristics.The fact is that we still know little about the interrelateionships between variables impact towards consumer attitudes.Meanwhile,some scholars have also proved that consumer brand awareness can affect consumers' brand attitude to some extent,the treatment of different brands of products is also subject to brand characteristics of various factors,such as brand quality(quality)Emotional(emotion),prestige(prestige),price(price)and other factors,but the cultural uniqueness of the study is not sufficient.Therefore,this paper aims to explore the impact of Chinese consumers' "Global Brand Perception(PBG)","Foreign Brand Perception(PBF)" and "Local Brand Perception(PBL)",And introduce" cultural uniqueness " as the intermediary variable of this paper.When comes to researching method,we use SmartPLS 3.0 to study the structural equation model,the structural equation model is used to carry on the empirical research,the observation value of the measurement model and the structural model are respectively sorted out,the reliability and validity test are carried out,and the results of the data analysis are comprehensively discussed and contributed.The main innovations of this research are:First,for the study of different brand awareness,most of the literatures only focuse on the global brand perception(PBG)and local brand perception(PBL),from the combination of PBG/PBL/PBF three angles is one of the innovations of this paper.Second,based on the above three kinds of brand perception of basic diagnosis and questionnaire survey,this paper creatively analyzes the Chinese consumers' perceived types,and breakthroughs in the introduction of cultural uniqueness of this intermediary As one of the factors that affect the attitude of consumers;Third,in exploring and defining the Chinese consumers have obvious cultural uniqueness of the process of cognition,but also found that the global perception of the brand on the Chinese consumers have some cultural uniqueness;Fourth,with a specific cultural orientation(foreign and local brand awareness)on the cultural uniqueness of the positive impact than the global brand awareness is more intense.This paper analyzes the results of foreign brand perception(PBF)on the basis of three brands,and puts forward two major aspects of management inspiration:First,the Chinese local enterprises want to open up the international market,brand managers in strengthening the brand characteristics of the foundation under the premise of the key To create a brand of cultural uniqueness,while maintaining the global brand awareness at the same time,to enhance foreign brand awareness is also very important;Second,the trend of global culture in the implementation of brand strategy,marketers to understand the dual cultural identity of consumers background Under the cultural diversity preferences,and make good use of consumer preferences for market scenes and target market focus.