The Effects Of Perceived Brand Cultural Uniqueness On Consumers' Brand Attitude

Brand culture plays a decisive role in today's enterprise development.Accurate brand culture positioning and brand cultural uniqueness building can obtain consumers' sense of identity,and cultivate their loyalty,which can thus have a far-reaching and favorable influence on corporate long-term development.Along with the trend of globalization,more and more global brands and multinational brands-lay emphasis on building brand cultural uniqueness and taking advantage of Country of Origin Effect,and turn to appeal to the positive brand attitude of customers.Customers' demand on brand cultural uniqueness and cognitive perception brought by Country of Origin has impact on brand attitudes together.This thesis focuses on Chinese young consumers,taking global,foreign,and local cosmetics brand as examples,to analyze brand cultural uniqueness' and Country of Origin Effect's impact on consumers' brand attitude and its mechanism principle.Among these,the brand cultural uniqueness is analyzed and studied from two dimensions,one of which is the brand uniqueness of global brands relative to local brands,the other one of which is the brand uniqueness of foreign brands relative to local brands.With regard to the Country of Origin Effect,on the one hand it directly has impacts on consumers' brand attitude,one the other hand it regulates the relationship between brand cultural uniqueness and consumers' brand attitude.Besides these two determining factors,the familiarity degree of the consumers is added into this study as a moderating variable,to explore the impact from consumers'self-influence factors.Based on existing references and scale models,this study uses literature survey method,questionnaire investigation method,data statistical analysis method,induction and deduction method,and some other methods to do the theoretical research and empirical research.Tested by reliability and validity,the data results are well analyzed and discussed,and we can obtain practical theory models from the data results which can be applied to commercial practice.Based on the research results and analysis,we can know that the two dimensions of brand cultural uniqueness both have positive influences on consumers' brand attitude.Country of Origin Effect and the familiarity degree which consumers have on the languages and cultures from the country of brand,has positive regulating effects on consumers' brand attitude.This result and conclusion has three enlightenments on practical corporate development.First,no matter multinational,global and local enterprises,should build its brand cultural uniqueness,according to the development path and direction set by the corporation and brand.Especially when they enter a new market,the promotion of its unique perception relative to the existing products in the market,can help to promote the brand recognition and stimulate purchasing demands accordingly.Second,when global brands or foreign brands enter one market,they can take advantage of the Country of Origin Effect and promote the country's characteristics,which will enhance the brand recognition and produce demands.Third,if consumers have learned,or known about the language or culture of the brand country,they will have stronger cognition degree and accept the brand more easily.So,when entering a new market,this consumer group is more suitable to be taken as the initial target customers,so that the firm can produce follow effect and reach the tipping point easier and earlier.There are three innovative points in this research.First,there are plenty of research studied on three brand recognitions(PBG,PBF,PBL)and brand cultural uniqueness,but those scholars put emphasis on the comparison between the three concepts.This research bases on Chinese markets and focus on non-local brands-the uniqueness of global brands and foreign brands relative to local brands,at the same time adds the regulating effects from the Country of Origin Effect directly and indirectly,thus having innovation on the standpoint and the combination of influencing factors.Second,about Country of Origin Effect's influence on the brand attitude and intention of buying,most scholars studied on the theory and mechanism of its own influence and functions alone.This thesis combines the Country of Origin Effect and brand cultural uniqueness in a creative way,to explore the interaction between these two influencing factors and their joint impact on consumers' brand attitude.Third,when exploring the two decisive factors,the research creatively adds consumers' self-factor as a moderating variable,to explore the effects and influence of more factors and variables,which realizes innovation.