The impacts of Cultural difference on the perceived fashion brand personality and purchase intention / Xiaomei SU / 2021

Titre : The impacts of Cultural difference on the perceived fashion brand personality and purchase intention Type de document : Mémoire Auteurs : Xiaomei SU, Auteur Année de publication : 2021 Importance : 24 p. Note générale : Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. Langues : Anglais (eng) Mots-clés : Management TEXTILE SECTEUR ; MODE Résumé : Customers perceived a brand differently because of different culture background. The paper proposes a framework to understand how does cultural difference influence on perceived brand personality and purchase intention. A quantitative research was conducted to investigate the existence of relationships among cultural difference, brand personality and purchase intention that were highlighted in the existing literature review, to answer the question of how does cultural difference impact on purchase intention through brand personality. The study used Zara as an example to test the perceived brand personality among most Chinese, French respondents, as well as a small group from other countries. They were also asked to answer questions regarding culture difference and purchase intention. The study shows there is a significant difference between Chinese and French on perceived brand personality regarding responsibility and emotionality perspectives. Also, uncertainty avoidance, individualism and collectivism, masculinity and feminine dimensions of cultural difference have significantly positive effects on perceived brand personality. Brand personality significantly mediates the relationship between cultural difference and purchase intention. The result leads to the conclusion that cultural difference does impact purchase intention through brand personality. Hence, brand managers should take account into specific cultural factors to determine the brand personality strategy in both French and Chinese culture context. Programme : PGE-Rouen Permalink : https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=539252