Culturally mixed co-branding product framing in China: the role of cultural sensitivity, product quality, and purchase probability
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.
» Publication Date: 02/04/2024
» Source: Springerlink
