Research on the formation mechanism of brand identification in cross-border e-commerce platforms - Based on the perspective of perceived brand globalness/localness.
Heliyon
; 10(3): e25155, 2024 Feb 15.
Article
em En
| MEDLINE
| ID: mdl-38322856
ABSTRACT
With the advent of the digital economy, enterprises have been engaging in brand management activities through cross-border e-commerce platforms to secure brand identification (BI) and capture market share. However, scant attention has been given to the impact of perceived brand globalness (PBG) and perceived brand localness (PBL) on brand identification in cross-border e-commerce platforms. This study delves into the underlying mechanisms governing the formation of brand identification in the context of cross-border e-commerce platforms. In this end, we employed the AMOS26.0 software to conduct structural equation analysis on a corpus of 300 survey questionnaires. The results show that (1) PBG and PBL can exert a positive influence on BI through customer perceived value; (2) acculturation (AC) assumes a positive moderating role in the influence of PBG and PBL on emotional value (EV) and functional value (FV) respectively, (3) and that platform reputation (PR) plays a constructive moderating role in the impact of PBG on FV.
Texto completo:
1
Coleções:
01-internacional
Base de dados:
MEDLINE
Tipo de estudo:
Diagnostic_studies
Idioma:
En
Revista:
Heliyon
Ano de publicação:
2024
Tipo de documento:
Article
País de afiliação:
China