The Effects Of Chinese Brand Local Icon Value On The Brand Purchase Likelihood

In recent years,the Chinese element has gradually become a hot topic.The use of Chinese elements of global brands as a popular localization practice marks a new way of creating brand equity.In fact,the essence of Chinese culture enjoys a good reputation all over the world.It is a very important issue that taking advantage of the essence of culture and enhance the competitiveness of China's own brand.As a counterpart of the concept of perceived brand globalness,the concept of brand local icon value is proposed,referring to the culture that consumers think of the country where the brand is located according to the symbols,spiritual connotations or real objects contained in the brand.How do consumers perceive local icon value of brands? It's said that the creation of brand equity mainly includes the rational path and the sensual path,which convey the brand's functional value and symbolic value respectively.How do Chinese consumers perceive the symbolic value(reputation,self-identity and social identity)and functionality value(quality)? how do they affect the brand purchase likelihood?In the era of experiential economy,consumers buy brands not only for meeting the functional needs(quality),but also for demonstrating identity,tastes and other emotional needs.People want to convey invisible personal characteristics through explicit consumption.Luckily,brands can stimulate consumers' identification of self-identity through the cultural symbol,and realize the identity of the groups to which the individuals belong.Therefore,this study argues that in addition to quality,prestige,self-identity and social-identity also play a role in the effect of brand local icon value on brand purchase likelihood.Based on the theory of brand equity and social identity,this research studys the mechanism and path of influence of brand local icon value on the brand purchase likelihood through theoretical deduction and empirical research,and discusses the role of quality,reputation,selfidentity and society Identify on the the relationship between brand local icon value and the brand purchase likelihood.On the basis of related researches,this paper proposes hypotheses,and collects data through questionnaires.Data analysis uses the statistical analysis tool SPSS19.0,mainly descriptive statistical analysis,reliability and validity test,correlation and regression analysis.Through the theoretical analysis and the empirical study of 282 samples,the following are conclusions:(1)the brand local icon value has a significant positive impact on the brand purchase likelihood;(2)the brand local icon value has a significant positive impact on the reputation,quality,self-identity and social-identity;(3)prestige,quality,self-identity and social identity have a significant positive influence on the brand purchase likelihood;(4)the brand local icon value has exerted on brand purchase likelihood through reputation,quality,self-identity and social identity,with quality playing a complete intermediary role,prestige,self-identification and social identification playing a part-mediated role.In summary,the brand local icon value is conducive to enhancing consumers' perception of the quality and prestige of local brands,to identifying the individual's uniqueness(self-identity)and the sense of community belonging and identity(social identity),thus improving the possibility to buy local brands.In management practices,brands should make full use of local cultural elements to shape their brands and enhance consumers' perceptions through the essence of culture while influencing local consumers' decisions with rational interests(quality)and sentimental interests(prestige,self-identity and social identity).