The Way Cross-cultural Brand Image Influences Customer Decision-making Process: Practice in China

DOI

10.2991/assehr.k.211209.308How to use a DOI?

Keywords

Cross cultural brand image; Chinese consumers; Purchase decision; Influence

Abstract

The rapid development of the clothing industry in the e-commerce environment had brought abundant opportunities for Chinese merchants, it also had caused problems in terms of cultural identity, culture conflicts, and culture integration, etc. Therefore, the relationship between consumer loyalty and brand culture had been noticed and researched by scholars, but the research on how cross-cultural background influences brand image during Chinese consumers’ decision process is relatively insufficient. Thus, this paper focuses on the relationship between consumers’ values and needs behind their purchasing behaviors and the cross-cultural influences on Chinese brands. Implications are discussed. With the method of literature analysis, this paper mainly studies the impact of cross-cultural brand image on customer purchase decision-making process, and the role of brand image, brand satisfaction brand trust, brand emotion and other factors in the impact process. And have an in-depth understanding of the main aspects of Chinese consumers’ boasted cultural brand image affecting their purchase decisions. This paper puts forward a series of suggestions on the impact of cross-cultural brand image on Chinese consumers’ purchase decisions. And it is concluded that at present, Chinese consumers’ purchase decisions are vulnerable to the influence of cross-cultural brand publicity channels, the length of time entering the Chinese market, product fashion elements and star endorsement effect. The higher the popularity of the brand is, the higher the attraction will be, and the brand uses the vanity and conformity of consumers. Therefore, this paper suggested that Chinese consumers can improve their understanding of the essence of commodities, understand the purpose of commodities and their real demand for commodities, avoid consumption chaos, and consider the differences between Chinese commodity image and cross-cultural commodity image when purchasing commodities. Make a more appropriate and pertinent judgment before buying.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Xuanyu Zhou
PY  - 2021
DA  - 2021/12/15
TI  - The Way Cross-cultural Brand Image Influences Customer Decision-making Process: Practice in China
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 1892
EP  - 1896
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.308
DO  - 10.2991/assehr.k.211209.308
ID  - Zhou2021
ER  -