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This study examines how brand image influences brand attitude and customer performance among Chinese consumers.

A Study on the Effect of Brand Image of Foreign Food Service Franchises on Brand Attitudes and Customer Performance: Moderating Effect of Chinese Consumers’ Ethnocentrism and Cultural Appropriation

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This study examines how brand image influences brand attitude and customer performance among Chinese consumers.
Questionnaire survey conducted with 289 Chinese international students in Korea.
Structural equation modeling used to analyze data.
Reliability tests and confirmatory factor analysis ensured validity.
Brand image positively influences brand attitudes.
Brand attitudes positively affect customer performance.
Ethnocentrism negatively impacts brand image and attitudes.
Cultural appropriation positively influences brand image and attitudes.

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Surveys analyze how brand image impacts attitudes and performance in Chinese international students, suggesting implications for franchises.

Jin et al. (2024) studied this question.

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Surveys analyze how brand image impacts attitudes and performance in Chinese international students, suggesting implications for franchises.