Abstract:

In the context of brand globalization and anti-globalization, taking Chinese consumers’ attitudes towards Japanese brands as the research object, we empirically analyze the influence mechanism of cultural equity, brand-nation connection on brand attitudes through the perceived brand globality. The results show that cultural equity have a significant positive impact on consumer brand attitudes through the variable from nation association to brand. In addition, cultural equity also positively affects the perceived brand globality through the variable from brand association to nation, and then influences consumer brand attitudes. The above results theoretically promote the research on the mechanism of brand-nation connection. In practice, it has direct strategic enlightenment for Chinese leading enterprises in how to carry out brand construction under the new “double circular” development pattern, that is, to develop into a strong brand with national status, and further realize brand globalization on this basis. The establishment of national brand status can be achieved by inheriting and developing excellent traditional Chinese culture, making it the cultural equity of the brand, and actively promoting the strength of brand-nation connection.

Key words: brand-nation connection, cultural equity, perceived brand globality, “double circular” development pattern