Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations
Zhuomin Shi,
Xiangyun Zhang,
Chunji Jin
et al.
Abstract:Purpose
Given that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by increasing global identity perceptions, and figuring out the moderating role of uncertainty avoidance.
Design/methodology/approach
Three experiments were conducted in different product categories to test the effect of Chinese brand origin salience. Study 1 and Study 2 collected data from different countries (i.e. Japan and … Show more
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