Perceived Product Innovativeness and Brand Localness Drive Positive Consumer Attitudes in China Chic IP Collaborations
Category: Innovation & Markets · Effect: Moderate effect · Year: 2023
Foreign brands collaborating with China Chic IPs can enhance consumer purchase intention by emphasizing product innovation and local relevance.
Design Takeaway
When designing collaborative products with foreign brands and local IPs, focus on making the product feel innovative and culturally relevant to the target market.
Why It Matters
Understanding consumer perceptions is crucial for successful product launches. This research highlights that highlighting novel features and a sense of local connection can significantly sway consumer attitudes towards co-branded products, particularly in emerging markets like China.
Key Finding
Consumers are more likely to have a positive attitude towards foreign brand and China Chic IP collaborations when they perceive the product as innovative and locally relevant. Conversely, a sense of psychological distance reduces positive attitudes. The study also noted that consumer ethnocentrism can influence how localness affects attitudes.
Key Findings
- Perceived product innovativeness positively influences consumer attitudes.
- Perceived brand localness positively influences consumer attitudes.
- Perceived psychological distance negatively impacts consumer attitudes.
- The impact of perceived fit on attitudes was not conclusively determined.
- Consumer ethnocentrism moderates the relationship between perceived brand localness and attitudes.
Research Evidence
Aim: To investigate how perceived product innovativeness, brand localness, perceived fit, and perceived psychological distance influence consumer attitudes towards collaboration products between foreign brands and China Chic IPs.
Method: Quantitative research using Structural Equation Modeling (SEM) and SPSS macro process.
Procedure: A conceptual model based on Helmig et al. (2007) was adapted to examine the relationships between perceived brand localness, perceived product innovativeness, perceived fit, and perceived psychological distance, and their effects on consumer attitudes towards co-branded products. Data was analyzed using SEM and SPSS macro process.
Context: Consumer behavior in the context of co-branded products involving foreign brands and China Chic intellectual properties.
Design Principle
For co-branded products, perceived innovativeness and perceived local relevance are key drivers of positive consumer attitudes.
How to Apply
When developing collaborative products, conduct market research to understand consumer perceptions of innovativeness and local relevance. Integrate these findings into product design and marketing strategies.
Limitations
The impact of perceived fit was not conclusively determined, and the moderating role of consumer ethnocentrism requires further investigation.
Student Guide (IB Design Technology)
Simple Explanation: When foreign brands team up with popular Chinese cultural brands, people like them more if the product seems new and feels like it's made for them locally. If it feels too foreign or distant, people like it less.
Why This Matters: This research helps understand how to make collaborative products appealing to consumers by focusing on specific perceived qualities.
Critical Thinking: How might the 'perceived fit' between a foreign brand and a China Chic IP be more effectively measured or designed for, given its inconclusive impact in this study?
IA-Ready Paragraph: This study by f f and f f (2023) found that perceived product innovativeness and perceived brand localness positively influence consumer attitudes towards collaboration products between foreign brands and China Chic IPs. This suggests that for design projects involving co-branding, particularly with cultural IPs, emphasizing novel features and local relevance is crucial for market acceptance.
Project Tips
- When researching co-branded products, consider how 'newness' and 'local connection' affect people's opinions.
- Think about how to measure 'perceived innovativeness' and 'perceived localness' in your own design projects.
How to Use in IA
- Use this study to justify investigating consumer attitudes towards co-branded products in your design project, particularly if it involves cultural elements or international collaborations.
Examiner Tips
- Demonstrate an understanding of how perceived product attributes influence consumer acceptance of co-branded items.
Independent Variable: ["Perceived brand localness","Perceived product innovativeness","Perceived fit","Perceived psychological distance"]
Dependent Variable: ["Consumer attitudes towards collaboration products"]
Controlled Variables: ["Consumer ethnocentrism (moderating variable)"]
Strengths
- Utilizes established theoretical models for analysis.
- Employs robust statistical methods (SEM) for examining complex relationships.
Critical Questions
- To what extent do these findings generalize to other types of co-branded products or different cultural contexts?
- How can designers actively design for 'perceived localness' beyond superficial elements?
Extended Essay Application
- An Extended Essay could explore the cultural nuances of 'perceived localness' in co-branding, or investigate the design strategies that effectively enhance 'perceived product innovativeness' in collaborative ventures.
Source
A Study on the Impact of Perceived Characteristics on Purchase Intention towards Collaboration Products between Foreign Brands and China Chic IPs · GLOBAL BUSINESS & FINANCE REVIEW · 2023 · 10.17549/gbfr.2023.28.7.28