Culturally mixed co-branding product framing in China: the role of cultural sensitivity, product quality, and purchase probability

3Citations
Citations of this article
47Readers
Mendeley users who have this article in their library.

This article is free to access.

Abstract

Chinese consumers have shown a strong preference for foreign brands (FBs) for many years. However, in recent years, rising patriotism has spurred Chinese consumers to source locally, indicating a shift in preference for patriotic brands (PBs). FBs operating in the world’s second-largest market are now framing their marketing strategies to appeal more to Chinese consumers. This study examines two culturally mixed co-branded product (CMCP) framing strategies: foreign × host culture (FB × PB) and host × foreign culture (PB × FB). The results show that the effects of product fit and cultural congruence on co-branding attitude for PB × FB is stronger than that of FB × PB, and the influence of brand fit on co-branding attitude for FB × PB is stronger than that of PB × FB. Additionally, the impact of the co-branding attitude on cultural sensitivity was significant for PB × FB, whereas that on product quality was significant for FB × PB. Furthermore, the effects of co-branding attitude on purchase probability were significant for both types of CMCP framing (FB × PB < PB × FB). Structural equation modeling was used to analyze the preferences of 479 Chinese consumers. This study provides significant recommendations for FBs and PBs to benefit from a strong wave of patriotism in China through culturally mixed framing and glocalization co-branding strategies.

Cite

CITATION STYLE

APA

Chiu, C. L., Ho, H. C., Xie, Z., Wu, Q., & Yuan, Y. (2024). Culturally mixed co-branding product framing in China: the role of cultural sensitivity, product quality, and purchase probability. Humanities and Social Sciences Communications, 11(1). https://doi.org/10.1057/s41599-024-02954-1

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free