IDEAS home Printed from https://ideas.repec.org/a/pal/palcom/v11y2024i1d10.1057_s41599-024-02954-1.html
   My bibliography  Save this article

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

Author

Listed:
  • Candy Lim Chiu

    (Wenzhou-Kean University)

  • Han-Chiang Ho

    (Wenzhou-Kean University)

  • Zhengqiao Xie

    (Wenzhou-Kean University)

  • Qi Wu

    (Wenzhou-Kean University)

  • Yuqi Yuan

    (Wenzhou-Kean University)

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

Suggested Citation

  • Candy Lim Chiu & Han-Chiang Ho & Zhengqiao Xie & Qi Wu & Yuqi Yuan, 2024. "Culturally mixed co-branding product framing in China: the role of cultural sensitivity, product quality, and purchase probability," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-14, December.
    • Handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-02954-1
    DOI: 10.1057/s41599-024-02954-1
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1057/s41599-024-02954-1
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1057/s41599-024-02954-1?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Han, Jie & Wang, Desheng & Yang, Zhihao, 2023. "Acting like an interpersonal relationship: Cobrand anthropomorphism increases product evaluation and purchase intention," Journal of Business Research, Elsevier, vol. 167(C).
    2. George Balabanis & Adamantios Diamantopoulos & Rene Dentiste Mueller & T C Melewar, 2001. "The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 32(1), pages 157-175, March.
    3. Reo Song & Sangkil Moon & Haipeng (Allan) Chen & Mark B. Houston, 2018. "When marketing strategy meets culture: the role of culture in product evaluations," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 384-402, May.
    4. Suzuki, Satoko & Kanno, Saori, 2022. "The role of brand coolness in the masstige co-branding of luxury and mass brands," Journal of Business Research, Elsevier, vol. 149(C), pages 240-249.
    5. Mitchell, Vincent Wayne & Balabanis, George, 2021. "The role of brand strength, type, image and product-category fit in retail brand collaborations," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    6. Jon M Shapiro & Julie L Ozanne & Bige Saatcioglu, 2008. "An interpretive examination of the development of cultural sensitivity in international business," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(1), pages 71-87, January.
    7. Carvalho, Sergio W. & Luna, David & Goldsmith, Emily, 2019. "The role of national identity in consumption: An integrative framework," Journal of Business Research, Elsevier, vol. 103(C), pages 310-318.
    8. Lily Dong & Kelly Tian, 2009. "The Use of Western Brands in Asserting Chinese National Identity," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(3), pages 504-523.
    9. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yu, Anqi & Yu, Shubin & Liu, Huaming, 2022. "How a “China-made†label influences Chinese Youth's product evaluation: The priming effect of patriotic and nationalistic news," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    2. Ma, Jieqiong & Yang, Jie & Yoo, Boonghee, 2020. "The moderating role of personal cultural values on consumer ethnocentrism in developing countries: The case of Brazil and Russia," Journal of Business Research, Elsevier, vol. 108(C), pages 375-389.
    3. Richard Huaman-Ramirez & Noël Albert & Dwight Merunka, 2019. "Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism," Post-Print hal-02118515, HAL.
    4. Yu, Shubin & Hu, Yangjuan, 2020. "When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. Li, Jinhua & Liu, Li & Qing, Qiankai, 2022. "Differentiated consumer forgiveness for different corporate social irresponsibility domains: The moderating role of corporate reputation and patriotism," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    6. Liesbeth Colen & George Chryssochoidis & Pavel Ciaian & Federica Di Marcantonio, 2020. "Differences in composition of seemingly identical branded products: Impact on consumer purchase decisions and welfare," JRC Research Reports JRC118149, Joint Research Centre.
    7. Yang, Deli & Sonmez, Mahmut (Maho) & Li, Qinghai & Duan, Yibing, 2015. "The power of triple contexts on customer-based brand performance—A comparative study of Baidu and Google from Chinese netizens’ perspective," International Business Review, Elsevier, vol. 24(1), pages 11-22.
    8. Strebinger, Andreas & Guo, Xiaoling & Klauser, Ferdinand & Grant-Hay, Peter, 2018. "Is Multi-Ethnic Advertising a globally viable strategy for a Western luxury car brand? A mixed-method cross-cultural study," Journal of Business Research, Elsevier, vol. 82(C), pages 409-416.
    9. Jake Hoskins & Shyam Gopinath & J. Cameron Verhaal & Elham Yazdani, 2021. "The influence of the online community, professional critics, and location similarity on review ratings for niche and mainstream brands," Journal of the Academy of Marketing Science, Springer, vol. 49(6), pages 1065-1087, November.
    10. Alfonso Siano & Agostino Vollero & Maria Palazzo & Felice Addeo, 2014. "L?atteggiamento dei consumatori nei confronti dei global brand: uno studio esplorativo in tre paesi europei," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 87-112.
    11. Lisa Tam & Yeunjae Lee, 2018. "The interplay between nationalism and public diplomacy: Examining nationalist publics’ communicative behaviors during an international dispute," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 14(4), pages 225-233, November.
    12. Douglas Dow & Ilya R. P. Cuypers, 2024. "The influence of societal nationalist sentiment on trade flows," Journal of International Business Policy, Palgrave Macmillan, vol. 7(1), pages 64-98, March.
    13. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2012. "The young adult cohort in emerging markets: Assessing their glocal cultural identity in a global marketplace," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 43-54.
    14. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2011. "Branding in a global marketplace: The mediating effects of quality and self-identity brand signals," International Journal of Research in Marketing, Elsevier, vol. 28(4), pages 342-351.
    15. KUMRU Uyar & YUNUS Dursun, 2015. "Consumer Ethnocentrism And Brand Name Evaluations," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 67(1), pages 80-89, February.
    16. Diwanji, Vaibhav S. & Cortese, Juliann, 2020. "Contrasting user generated videos versus brand generated videos in ecommerce," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    17. Torres, Pedro & Augusto, Mário & Godinho, Pedro, 2017. "Predicting high consumer-brand identification and high repurchase: Necessary and sufficient conditions," Journal of Business Research, Elsevier, vol. 79(C), pages 52-65.
    18. Wagner, Tillmann & Rudolph, Thomas, 2010. "Towards a hierarchical theory of shopping motivation," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 415-429.
    19. Stela CAZACU, 2016. "Preference For Domestic Goods: A Study Of Consumer Ethnocentrism In The Republic Of Moldova," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 5(1), pages 1-35, January.
    20. Janka Taborecka Petrovicova & Maria Gibalova, 2014. "Measurement of Consumer Ethnocentrism of Slovak Consumers," International Review of Management and Marketing, Econjournals, vol. 4(4), pages 247-258.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palcom:v:11:y:2024:i:1:d:10.1057_s41599-024-02954-1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: https://www.nature.com/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.