关键词: 全球品牌, 中国元素, 全球本土化, 消费者态度, 刻板印象一致性, 全球认同／ 本土认同, 品牌本土象征性

Abstract: With the ever enhancing of China’s soft power in the world, the adoption of Chinese elements has been popularly practiced by numerous global brands as a localized adaptation strategy, the consumer attitudes towards which has seldom been studied. Taking six global brands’ real products from three categories as study objects, this thesis adopts the construct of stereotype consistency and collects data by survey from Chinese consumers in Shanghai to explore how Chinese elements used in global brands’ product adaptation strategy affect consumer attitudes. By applying total effect moderation model to integrate the variables of brand local iconness and global identity/local identity altogether and probe into their mediation and moderation effects respectively, this thesis addresses several key findings. Firstly, the stereotype consistency of Chinese elements positively affects brand local iconness and product purchase likelihood. Secondly, brand local iconness partially mediates the relationship between stereotype consistency and product purchase likelihood. Finally, consumer cultural identity (global identity vs. local identity) plays a moderating role in the process above. These findings make innovative theoretical contributions to interpreting the influence mechanism of Chinese elements on consumer attitudes, initiating empirical study on Chinese elements and providing global brands with suggestion on effective utilization of Chinese elements. In general, to improve consumer attitudes, the marketers of global brands shall understand thoroughly the true meanings and essences of local cultural elements and integrate them into the brands in a way as consistent to the stereotypes as possible. Notably, this adaptation strategy shall be adjusted to market segmentation with different cultural identity