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| Research on the Mediation and Moderation of How Global Brands Adopting Chinese Element Strategy Influencing Consumer Attitude |
| HUANG Haiyang，HE Jiaxun |
| 1. Wuyi University, Jiangmen, Guangdong, China; 2. East China Normal University, Shanghai, China |
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Abstract This study takes perceived brand localness as representation of the effectiveness of Chinese elements and introduces the constructs of face and national traditions and analyzes how they influence brand preference. Two empirical analyses show that the positive effect of perceived brand localness on brand preference is mediated by national traditions, and the mediation effect of national traditions is stronger than that of quality and prestige. In addition, different dimensions of face exert differential moderation effects on the mediation effect. Desire to gain face positively moderates the mediation effect, while fear of losing face can not moderate.
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Received: 15 June 2020
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