The Effect Of Cross-cultural Integration Strategy For Luxury Brands On Consumers' Intention In Host Countries

With the in-depth development of global communication and the improvement of people's material and spiritual life,the luxury market with rich cultural heritage has developed rapidly in emerging economies and become a symbol of cross-cultural communication.A large number of studies have shown that cross-cultural integration strategies can help brands better "enter" the host market,Get the recognition of local consumers,so as to promote the purchase intention of consumers in the host country.However,most of the relevant literature of cross-cultural integration strategy is in the aspects of how multinational enterprises enter and enterprise management.For the enterprise itself,there is little research on the cross-cultural integration strategy of luxury brand for the product itself.Based on literature research and empirical methods,this paper develops the cross-cultural integration strategy of luxury brand,and empirically tests the impact of these strategies on the purchase intention of consumers in the host countryBased on the existing literature,starting from the connotation of cross-cultural integration,combined with the attribute characteristics of luxury goods,this paper divides the strategy of cross-cultural integration of luxury brands into the strategy of harmonious symbiosis and integration,the strategy of open innovation and integration,and tests the influence mechanism of these strategies on the purchase intention of consumers in the host country and the regulatory impact of the environment.The results show that the strategy of harmonious symbiosis and open innovation has a positive impact on the purchase intention of the host country consumers through the brand cultural identity of the host country consumers.In the process that the strategy of cross-cultural integration of luxury brands affects the cultural identity of the host country's consumers,celebrity endorsement has a positive regulatory effect on the strategy of harmonious coexistence and integration of luxury brands,and the strategy of open innovation and integration on the cultural identity of the host country's consumers.Among them,the stronger the celebrity endorsement effect is,the more significant the positive influence of cross-cultural integration strategy of luxury brands on brand cultural identity is.At the same time,Ethnocentrism has a negative moderating effect on the purchasing intention of consumers in the host country.Thestronger the ethnocentrism of consumers in the host country,the weaker the influence of brand cultural identity on their purchase intention.These results shine a light on the cross-cultural integration strategy of luxury brands.