A Study on the Impact of Perceived Brand Globalness(PBG) on Purchase Intention : From the Perspective of Consumer Culture

Background: Globalization and the aggravation of world economic integration make lots of overseas enterprises enter the Chinese market and win the market share by integrating Chinese elements into their brand names, logos, advertisements, and products. Therefore, what should local brands do to gain market share? Purpose: The main purpose of this study is to investigate the different effects of local Chinese brands with global, foreign, or local elements on consumers' perceived brand globalness, perceived functional benefits, perceived symbolic benefits, and purchase intentions. Methods: In this study, a quantitative method was used to collect data online through a pre-test questionnaire and a formal experimental questionnaire. And then statistically analyzed for valid data using SPSS. Findings: The results of the study show that consumers have higher perceived brand globalness for local brands that incorporate global and foreign elements, and higher purchase intentions for local brands that incorporate global elements. Perceived symbolic benefits have a higher impact on purchase intentions than the Perceived functional benefits. Perceived functional benefits and symbolic benefits mediate the effect of perceived brand globalness on purchase intention