Purpose: This study aims to examine how the brand image of Chinese consumers a ffects b rand a ttitude, a nal yze it e ffectivel y, a nd s uggest a d esirable direction, targeting Chinese international students as the main subject of the survey. It also observes and studies how brand attitude affects customer performance, and clarifies the variable relationship between customer performance. On t he o ther h and, cul tural a ppropriation and e thnocentrism a re u sed as moderating variables to study how brand image exerts an effect on brand attitude. Research Design, Data, and Methodology: In this study, a questionnaire survey was conducted mainly on Chinese people in Korea. Using 289 questionnaires collected, structural equations were modeled, reliability tests and confirmation factor analysis were performed to ensure the validity and reliability of the study. Results: The s tudy i l lustrates that brand image has a positive impact on brand attitudes, whil e brand attitudes have a positive impact on customer p erformance. In addition, it also determines the role of self-ethnocentrism and cultural appropriation in moderating the relationship between brand image and brand attitude, and provides academic and practical insights. Implications: This study confirms the negative impact of ethnocentrism on brand image and attitude. Patriotism in the face of the national pride of Chinese consumers in foreign restaurant chains will reduce the brand’s favorability. At the same time, the study shows that cul tural appropriation has a positive impact on brand image and brand attitude, and Chinese consumers’ love and understanding of the country’s culture will increase the brand’s favorability.
Jin et al. (Sun,) studied this question.