‘Support your country and buy Chinese brands’ – would Chinese consumers buy it?

Liu, Yu-Lun, Karimi, Sahar ORCID: 0000-0002-0551-1040 and Yuen, Tsunwai Wesley (2020) ‘Support your country and buy Chinese brands’ – would Chinese consumers buy it? Journal of Marketing Communications, 26 (2). pp. 130-144.

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Abstract

This study explores the impact of advertising messages that contain national identity content on Chinese consumers’ purchase intention and actual purchase. A scenario-based experiment (n = 357) and an open-ended qualitative survey (n = 26) illustrated that Chinese consumers’ brand attitude and purchase intentions are positively influenced by national identity. Nevertheless, the findings suggest that such an advertising strategy is not sufficient for increasing actual product sales when employed on its own. The impact of these advertisements on actual purchase is affected and moderated by utilitarian and hedonic values.

Item Type:	Article
Additional Information:	peerreview_statement: The publishing and review policy for this title is described in its Aims & Scope. aims_and_scope_url: http://www.tandfonline.com/action/journalInformation?show=aimsScope&journalCode=rjmc20
Depositing User:	Symplectic Admin
Date Deposited:	16 Aug 2018 09:46
Last Modified:	19 Jan 2023 01:32
DOI:	10.1080/13527266.2018.1466824
Related URLs:	Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3022251