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Chinese cultural element in brand logo and purchase intention

Jiarong Shi (University of Science and Technology of China, Hefei, China)
Zihao Jiang (University of Science and Technology of China, Hefei, China)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 7 October 2022

Issue publication date: 13 March 2023

1246

Abstract

Purpose

This paper aims to assess the effects of the Chinese cultural element in the brand logo (CCEBL)-product function congruence and CCEBL-brand image congruence on consumer-brand identification and subsequent purchase intention. The authors also explore the moderating role of cultural element authenticity in the process of consumer-brand identification formation.

Design/methodology/approach

An online survey was conducted in China between January and February 2021. A total of 340 valid responses were collected and analyzed. A bootstrap method was employed to verify the hypotheses.

Findings

CCEBL-product function congruence and CCEBL-brand image congruence significantly improve consumers' purchase intentions, and the effects vary among product categories. Consumer-brand identification mediates these relationships. Finally, the relationships between CCEBL-product function congruence, CCEBL-brand image congruence, and consumer-brand identification are moderated by cultural element authenticity.

Originality/value

This is one of the first studies to investigate how local cultural elements in brand logos affect purchase intentions in the context of ethnocentrism. Additionally, this study advances the understanding of brand logo design by explaining and comparing the differences in the effectiveness of local cultural elements in brand logos among utilitarian and hedonic products. Additionally, this study links authenticity to cultural marketing and thus contributes to the literature.

Keywords

Citation

Shi, J. and Jiang, Z. (2023), "Chinese cultural element in brand logo and purchase intention", Marketing Intelligence & Planning, Vol. 41 No. 2, pp. 171-185. https://doi.org/10.1108/MIP-04-2022-0175

Publisher

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Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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