A Research on the Dimensions and Mechanism of China-Chic Brand
China-Chic brand is becoming popular.However,little attention is paid to its concept and mecha-nism.Through text mining,interviews and grounded theory,this study finds that China-Chic branding is a multidimensional structure that consists of six dimensions:cultural inheritance,trend innovation,corporate autonomy,brand governance,institutional safeguards,and consumers'psychological response.The intrinsic mechanism of China-Chic branding is formulated.Theoretically,the study expands the research on the China-Chic brand,lays the oretical foundation for the scale development and the antecedents and consequences of it in the future.Practically,the study helps guide consumers and enterprises to understand the branding and functioning mechanism of the China-Chic brand in a comprehensive and systematic way,promoting its healthy and sustainable development.
China-Chic brandsgrounded theorytext miningdimensional explorationintrinsic mecha-nism of action
NETL
NSTL
万方数据
维普
