Abstract

Nowadays, it is prevalent that global brands use Chinese elements in their products to attract more consumers and increase market share. However, the relevant research on this topic is still in its infancy. This article aims to investigate the relationship between the three independent variables (cultural pride, cultural compatibility, and Chinese elements authenticity) and the dependent variable (purchase intention) toward the global brands using Chinese elements in their products in Chinese market and North American market. Another aim of this research is to understand how acculturation moderates the relationship between cultural pride and purchase intention, and the relationship between cultural elements authenticity and purchase intention. The findings show that cultural pride, cultural compatibility, and Chinese elements authenticity are positively related to the purchase intention of the global brands’ products with Chinese elements for both Chinese consumers and Chinese immigrants in North America. There is a partial moderation effect of acculturation on the relationship between cultural pride and purchase intention; however, the moderation effect on the relationship between cultural elements authenticity and purchase intention has not been found.

Keywords: Chinese elements; Cultural pride; authenticity; cultural compatibility; moderation; acculturation; global brands.