A Study On The Influence Of Chinese And Foreign Cultural Symbols On Brand Attitude

Cultural Mixing strategy,in which two and more cultural symbols are simultaneously presented together,has emerged in recent years and effectively solves the local cultural symbols and foreign brands of consumer brands.Increasing crosscultural brand marketing has achieved great success due to the adoption of cultural mixing strategies.In order to test the feasibility and effectiveness of cultural mixing strategy in cross-cultural branding,this paper takes two cultural symbols as an example to construct a theory model and test it.Brand foreign cultural iconess and brand local cultural iconess are two kinds of brand perceptions which have an effect on consumers’ cross-cultural brand attitudes.This paper conducts empirical research on three Chinese restaurant brands in Hungary.The results show that cross-cultural brands adopt two different cultural symbols,which can simultaneously activate the perceptions of the brand foreign cultural iconess and brand local cultural iconess,and ultimately improve consumers’ cross-cultural brand attitude.Both brand foreign cultural iconess and brand local cultural iconess influence the brand attitude by positively affecting the brand’s symbolic benefits,and the brand symbolic benefits fully intermediate;brand foreign cultural iconess positively affects the brand functional benefits,thereby enhancing brand attitudes,brand functional benefits fully intermediate.In addition,consumer ethnocentrism negatively mediates the relationship between brand foreign cultural iconess and functional benefits of brand.This paper studies the mechanism of brand foreign cultural iconess and brand local cultural iconess on brand attitudes.This result of this paper suggests how Chinese companies implement cultural mixing strategies in overseas markets.