The Effectiveness of National Image Strategy:A Research on How National Image Influences the Attitude towards “Made in China” from the Perspective of British and American Consumers

doi:10.16382/j.cnki.1000-5579.2017.06.013

Abstract

Abstract:

A clear understanding of the mechanism of how China's national image influences behavioral intention towards "Made in China" from the perspective of western developed countries is an important research topic for the internationalization of Chinese enterprise products and brands. Study I takes British consumers as test samples and the results show that through micro country image both macro economic and technological images can positively influence the attitude towards "Made in China" and purchase intention. However, the macro political image can't take effect. Study Ⅱ takes American consumers as test samples and reconfirms the findings of study I. In addition, study Ⅱ further analyzes the moderating effects exerted by national identity and value consciousness. Empirical results show that national identity negatively moderates the effect of micro country image on the attitude towards "Made in China" and purchase intention, while value consciousness functions positively. These findings explain the influence mechanism of country image on "Made in China" and the management implications as well from a new perspective.

Key words: national image, national identity, value consciousness, “Made in China”

HE Jia-xun, ZHU Liang-jie, HUANG Hai-yang. The Effectiveness of National Image Strategy:A Research on How National Image Influences the Attitude towards “Made in China” from the Perspective of British and American Consumers[J]. Journal of East China Normal University (Philosoph, 2017, 49(6): 124-135.

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