Cultural Identity On Effects Of Place Brand From Consumers’ Perspective

Most research on the place brand image in the literature has focused on basictheories and effects on the consumer behavior, while few scholars analyze theantecedence of shaping the brand image and place brand effects, namely therelationship between cultural identity and consumer purchase behaviour. The studyinvestigates the effect of cultural identity on place brand image from consumers‘perspective under different levels of product involvement. The article adopted anexperimental approach using3（Cultural Identity: Cognitive/Affective/Evaluative）×2（Level of Product Involvement: High/Low） between subject design.369collegestudent consumers are surveyed with place brands of Tianjin twist dessert and clayfigurine Zhang.With the SPSS and Regression software, the study validates effects of placebrand. The questionaire showed good reliability and validity and cultural identity wasa three-dimensions construct. The study has showed that cultural identity hassignificantly positive correlation with place brand image and purchase intention.The level of product involvement plays a moderate role on the relationship betweencultural identity and place brand image. Affective cultural identity has the strongestinfluence on place brand image in low-level product involvement, while evaluativecultural identity the strongest in high-level product involvement. Cultural identity hasa positive effect on purchase intention. The effect of evaluative cultural identity isstrongest and affective cultural identity the second, while cognitive cultural identityand purchase behavior are not significantly correlated. The cognitive cultural identitycould make an influence on purchase intention through affective and evaluativecultural identity.