Effects of brand cultural identity on place brand purchase intention
This article tries to explore brand cultural identity as the antecedence of place brand effects from the consumer perspective,and divides cultural identity into cognitive,affective and evaluative cultural identity,tries to identify three different effects investigated on purchase intent,and whether there is a mutual influence among these three identities.Four place brands were chosen as research objectives,and using pre-tested questionnaire,the random selection obtained 392 valid questionnaires.With the AMOS software,the study validates effects of place brand,namely the relationship between brand cultural identity and consumer purchase intention,and impacts among these three identities.The results show that brand cultural identity has a positive effect on purchase intention,the effect of evaluative cultural identity is the strongest while cognitive identity is the weakest,and cognitive identity impacts purchase intention via affective and evaluative cultural identity,so that it is not significantly associated with purchase behavior.
consumption economicscultural identityplace brandeffects of place brandpurchase intention
国家科技期刊平台
NSTL
万方数据
维普
