An Empirical Research On The Value

Along with the rapid development of the economics globalization,many emerging and developing markets especially the Chinese market has become the important part of multinational enterprises' long-term development strategy and profit-increasing point in the future operation.Localized adaption strategy based on brand local icon value not only creates effective differentiation through brand orientation but also provides strong brand equity in a fiercely competitive market.However,the process and effect of such a localized adaption strategy has been seldom studied.On the basis of the existing domestic and foreign researches,this thesis constructs and analyzes the theoretical framework of the process and effect of brand local icon value on the creation of brand equity in different types of cultural identity,using famous European brand as an example through the questionnaire survey sample of college students in Guangzhou.By analyzing the total process and effect of brand local icon value on the creation of brand equity in different types of cultural identity,there are several significant findings: firstly,brand local icon value positively contributes to the creation of brand equity through its positive effect on brand awareness and perceived quality;secondly,consumer cultural identity plays a moderating role in the previous process during which global cultural identity and local cultural identity exert an different influence on the formation of consumer attitude.This thesis makes innovative theoretical contributions to the study of brand local icon value and cultural identity among consumers,interpreting the influence mechanism of brand local icon value on brand equity,providing multinational enterprises with practical solutions on effective utilization of value-based localized adaption strategy and providing critical reference for the future trend of research.