East-west Cultural Differences On Consumer Brand Choice

Today in the 21st century, economic globalization is sweeping the whole world, people of different regions need to enhance mutual understanding between Chinese and Western brand names to consumers the impact of this becoming more and more important. The impact of culture on consumers is all-round, cultural differences brought about by consumer attitudes and consumer behavior is different, cross-cultural psychology of consumers and the factors affecting the choice of the brand.That come from different backgrounds, people from Chinese and Western values, ways of thinking and behavior, etc. are often difficult to correctly understand the different countries of production and branded content to accept the way their brand advertising. How to cross-cultural divide, to enhance cross-cultural awareness of the brand, whether local or multinational companies, and hope through the realization of a culture of brand promotion, to win the consumers and the public on the product and corporate identity, affinity, as well as cultural agree to become a modern enterprise for international marketing at the urgent need to address the major issue. In this paper, the relevant cultural theory and cross-cultural brand of consumer choice theory, the first choice given the background and the purpose of this research, the meaning and related research methods, followed by given the connotation in Western culture and characteristics, and finally through data is given to investigate the influence of western culture in consumer behavior data analysis and model checking, in the study of Chinese and Western cultural differences and their effect on brand choice, based on a suggestion to improve cross-cultural consumer brands to build the effectiveness of methods and techniques.