Research On The Effect Of Cultural Identity And Brand Heritage On Consumers’ Purchase Intention

Symbols,spiritual connotations or objects derived from Chinese cultural traditions,or from the development of modern Chinese culture and Chinese culture,are recognized by most Chinese,and consumers can associate them with Chinese culture rather than the "Chinese elements" of other countries,these precious elements of national cultural heritage has become an important force in promoting economic development.However,in China,there is no complete system and measurement framework based on Chinese social and cultural background,brand management for Chinese enterprises and reference couldn’t be able to apply.More and more young people don’t understand the history of the brand.Whether brand heritage can get the cultural recognition of the target consumer,it needs clear brand positioning to obtain core competitiveness.Based on the test object of Chinese millennial consumers,20 Chinese and foreign heritage brands were selected,and through regression analysis,we find that construction mechanism of brand heritage,and its core values,historical culture,quality,longevity,were studied through regression analysis.The hypothesis of this paper proves that Chinese millennial consumers value different dimensions of heritage brands when they buy products,this paper introduces cultural identity,which explains that is one of the leading causes of brand heritage.In addition,this paper also found that the country of origin of the brand in the relationship between cultural identity and brand heritage has a regulatory role,that means Chinese millennial consumers in the Chinese heritage brands’ evaluation is higher than the evaluation of foreign heritage brands.In view of the lack of old brands’ development,this paper starts with consumer psychology,researching the connotation of brand heritage,and puts forward an effective way of brand innovation and management.It has a good practical guiding significance to promote the inheritance of traditional culture and the localization of foreign brands.