글로벌 브랜드와 현지 브랜드가 중국 소비자의 자아와 소비행복에 미치는 영향

The Effects of Global Brands and Local Brands on Chinese Consumers’ Self-gratification and Consumption Happiness

Purpose - The purpose of this study is to investigate how global brands influence Chinese consumers’ self-enhancement, self-verification and consumption happiness. This study analyzed how global brands affect self-enhancement and self-verification based on self-gratification motives in the Chinese market. Also this research examined the relationship between global brands and consumption happiness in conjunction with mediating roles of self-enhancement and self-verification between brand types and consumption happiness. Design/methodology/approach - This research conducted a survey with four product types and collected 300 questionnaires from Chinese consumers. The t-test and the PROCESS were hired in order to analyze the data. Findings - Results showed that global brands have a greater influence on self-enhancement and consumption happiness significantly than local brands. However, there is no significant difference between global brands and local brands in terms of self-verification. Therefore, only self-enhancement plays a partial mediating role between global brands and consumption happiness. Research implications or Originality - Global brand managers need to appeal to self-enhancement motives in marketing communications. Consumption happiness through self-enhancement can be emphasized.