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August 18, 2025Asia Pacific Journal of Marketing and LogisticsOpen Access

The influences of brand ethnicity on Chinese consumers’ brand attachment, brand trust and purchase intention: focused on domestic brand

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Brand ethnicity significantly enhances purchase intention among Chinese consumers, indicating a strong correlation.
Three empirical studies demonstrate how brand attachment and trust mediate the relationship between brand ethnicity and purchase intention.
The research utilized a chain mediation model based on stimulus-organism-response theory to analyze consumer behavior.
Understanding brand ethnicity may help brands optimize strategies to engage domestic consumers effectively.

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Implication

Empirical studies reveal brand ethnicity influences purchase intentions in Chinese consumers, indicating significant roles for brand attachment and trust.

Cite This Study

Li et al. (2025) studied this question.

synapsesocial.com/papers/68af4322ad7bf08b1ead1f61 https://doi.org/10.1108/apjml-07-2024-0933

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Implication

Empirical studies reveal brand ethnicity influences purchase intentions in Chinese consumers, indicating significant roles for brand attachment and trust.

The influences of brand ethnicity on Chinese consumers’ brand attachment, brand trust and purchase intention: focused on domestic brand

Key Points

Discussion

Implication

Cite This Study

The influences of brand ethnicity on Chinese consumers’ brand attachment, brand trust and purchase intention: focused on domestic brand

Key Points

Discussion

Implication

Cite This Study

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