Chinese Consumer Attitude toward Brand and Product in Global versus Local Context:The Impact of Global Identity and Self-construal

摘要：

　　In this article,the authors combine consumer attitude toward global products(AGP)and attitude toward local products(ALP),with global brands attitude(AGB)and local brands attitude(ALB)in order to distinguish the effect of customers” personality on product versus brand attitude in the international marketing context.With survey data from 342 respondents in China,the results confirm our prediction: customers with higher independent self-construal will have more positive global product attitude; customers with higher interdependent self-construal will have more positive local brand attitude,which further confirmed the speculation in this paper.These findings validate the necessity and importance to consider consumers” espoused cultural and personality differences in context.Based on empirical analysis and findings,the authors make recommendations for international and local brand managers.

关键词： Attitude Global/Local products Global/Local brands Self-construal

作者: Lydia Qianqian LI Xiaolu DONG

作者单位: School of Management,Shanghai University

会议类型: 国内会议

会议名称: China Marketing International Conference 2016 (2016中国市场营销国际学术年会)

会议地点: 青岛

会议语种:英文

页码: 90-105

在线出版日期: 2016-07-08（万方平台首次上网日期，不代表论文的发表时间）