The Mechanism Of National Identity On Consumers' Domestics Brand Attitude

Along with the fast development of Chinese economy and broad communication of global consuming culture, Chinese consumers'attitude toward domestic brand has making subtle change. Recently, more foreign research begins to focus on the relationship among national identity, cosmopolitanism, consumer's domestic brand preference and buying behavior. However, no relative study has been found in Chinese culture context yet.Based on the background, this study, taking Shanghai and Nanchang consumers as specimens, surveyed their general attitude toward national identity and cosmopolitanism, then examined the impact of national identity upon consumers' domestic brand preference and purchase behavior through analyses of four kinds of goods'brand characteristics.This thesis explored methods of theoretical research and questionnaire study; the data was analyzed by SPSS 16.0, including descriptive statistical analysis, reliability testing, factor analysis, independent sample T-test, ANOVA and regression analysis. The conclusion shows:1. Studies about national identity is still fragmented and immature in the area of international marketing, therefore, further studies are strongly needed; 2.The National Identity Scale (NATID) has been verified in Chinese context; 3. National identity plays a partial and conditional role upon consumers'domestic brand preference and purchase behavior. On the one hand, national identity and cosmopolitanism influence consumers'domestic brand preference and buying behavior by some categories significantly; However, when brand characteristics are fully considered, like brand awareness, brand quality and brand value, not only do brand characteristics have a direct effect on consumers' domestic brand preference, but also have a combined effect on consumers'domestic brand preference with national identity and cosmopolitanism. On the other hand, consumers'domestic brand preference plays a positive role upon consumers' domestic brand purchase behavior on some categories, while the impact of national identity or cosmopolitanism on brand purchase have not been proved.4.The implication of national identity was richer than that of consumer ethnocentrism, which could explain consumer behavior more effectively. According to the findings, three main marketing implications should be mentioned. First of all, local brand marketing should insight consumers'dual characteristics—to be both patriotic and cosmopolitan. Secondly, local brand marketing should catch not only consumer's ethnocentrism, but also the essence of ancient Chinese culture. Thirdly, consumers'national identity provides new perspective for international marketing segmentation.