A Study On The Impact Of Perceived Value Of Foreign Branding On Consumers' Purchasing Intention

With the gradual improvement of Chinese consumers' purchasing power and the acceleration of globalization,foreign branding names appear frequently in the Chinese market.Consumers are often attracted to buy products named by foreign brands because in terms of names many foreign branding names are just like real western brands.Therefore,it has become a normal phenomenon for enterprises to engage foreign branding.Under this background,it is of practical significance to study the influencing factors of purchase intention of foreign branding names.Through literature review,this paper reviews the research on foreign branding,perceived value,customer brand engagement and consumer purchase intention of scholars at home and abroad.The research object is foreign branding names in Chinese market.The perceived value is regarded as an independent variable,which is divided into intrinsic value and extrinsic value.The intrinsic value refers to perceived value of quality.The extrinsic value refers to perceived value of image,which includes four dimensions: the first one is perceived value of individual image,and the second one is perceived value of relational image,third is perceived value of group image,the last one is perceived value of social image.This paper defines customer brand engagement as a value-driven fit relationship between customers(including potential customers)and brands,which can promote the interaction between customers and brands,and enhance customers' cognitive,emotional and behavioral input to brands.Also,this paper regards customer brand engagement as an intermediary variable and consumer purchase intention as a dependent variable.the paper constructs a model of the impact of perceived value of foreign branding on consumer purchase intention,and puts forward corresponding hypothesis.Through questionnaire survey,370 valid questionnaires were received,and the collected data were processed by SPSS20 to study the relationship between perceived value of quality,perceived value of image and consumers' purchase intention,and the intermediary role of customer brand engagement,to verify the hypothesis.The results show that:(1)perceived value of quality and perceived value of image of foreign branding have a significant positive impact on customer brand engagement;(2)perceived value of quality and perceived value of image of foreign branding have a significant positive impact on consumer purchase intention;(3)customer brand engagement of foreign brand naming has a significant positive impact on purchase intention;(4)customer brand engagement of foreign branding plays a mediating role between perceived value and purchase intention.For the results of this study,some suggestions are put forward for Chinese foreign branding enterprises,including improving consumers' perceived value of quality and image,and improving customer brand engagement.This study enriches the research field of foreign branding,which can clearly show how important the perceived value of quality and image,customer brand engagement for purchase intention.On this basis,the corresponding management suggestions can provide some theoretical reference for foreign branding enterprises to increase market share in China.