Chinese cultural element in brand logo and purchase intention
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 7 October 2022
Issue publication date: 13 March 2023
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
:Emerald Publishing Limited
Copyright © 2022, Emerald Publishing Limited