Research on the Formation Path of Brand Identification in Cross-border E-commerce Platform—Based on fsQCA Fuzzy Set Configuration Analysis
With the development of the digital economy,companies have used cross-border e-commerce platforms to carry out brand management in order to gain brand identification and enhance their international competitive advantage.From the perspective of customer perception,this study combines internal and external factors to explore the formation path of brand identification by introducing acculturation and platform reputation.The fsQCA software was used to conduct a fuzzy set qualitative analysis of 495 questionnaires in the network survey and the formation path of brand identification was analyzed based on the analysis data.Through the results of five conditional configuration analysis,the different paths to achieve brand identification are explained,which provides theoretical guidance for enterprise managers to formulate marketing strategies for different brands and market environments,improves the research path of brand identity.
NETL
NSTL
万方数据
