Research On The Effect Of Chinese Time-honored Cultural Identity And Brand Heritage On Consumer Purchase Intention

In recent years,international research emerging country brands have gradually increased.How emerging countries’ brands go global has become an important issue to explore.Chinese’s Time-honored Brand has an innate cultural heritage and brand heritage,but it is difficult to gain favor in domestic and foreign markets.How to activate the Chinese Time-honored Brands has become a hot topic for Chinese scholars.In contrast to the international market,as China’s soft power in the international community continues to increase,Chinese cultural elements have been used by more and more global brands.In the face of cultural elements,consumers are eager to experience authentic products.In view of this,firstly,this study collates and discusses the relevant theoretical research of cultural identity,considering it from three aspects: emotional,behavioral and cognitive;Secondly,this study further deepens the relevant research on brand heritage,emphasizing the five dimensions of brand heritage in the situation in China’s situation,which are core value,quality commitment,symbol,longevity and historical culture;Finally,this study sorts out the related concepts of authenticity preferences.This study uses a mixed research method which is divided into two stages: the first stage is to conduct a case study of the Forbidden City brand list;in the second stage,this study develops a scale of various factors that meet the national conditions of China,conducts surveys and collects data.The conclusions are as follows.First,cultural identity can directly promote consumer purchasing behavior decisions and play a positive role.Second,there is a positive role between brand heritage and consumer buying decisions.Among them,the core value,historical culture and quality commitment in the brand heritage have positive effects on consumers’ purchasing decision-making behavior.In particular,because the Forbidden City brand can be regarded as a collection of history and a regular consumer as a symbol of Chinese culture,it is itself a sign,so that symbols and longevity have no significant positive or negative impact on consumer purchasing decisions.Third,brand heritage plays a part in mediating the relationship between cultural identity and consumer purchasing behavior decision-making.Fourth,the authenticity preference plays a role in regulating the relationship between cultural identity,brand heritage and consumer purchase intention;It has no regulatory effect in the relationship between cultural identity and brand heritage.