The effect of brand internationalization strategy on domestic consumers` purchase intention: configuration analysis based on brand authenticity perspective

HIGHLIGHTS

SUMMARY

It has prompted many Chinese enterprises to actively integrate various marketing methods to build the international image of a self-owned brand and to enhance the consumers` recognition of Chinese self-owned brands in the international market. Empirical research shows that brand internationalization changes not only consumers` recognition of brands in the international market but also domestic consumers` attitudes toward the self-owned brands (Sheth, 2011), which is highly recognized by domestic consumers (Srivastava and Balaji, 2018). The outcomes indicated the influencing factors and driving path of brand Frontiers in Psychology | www.frontiersin.org . . .

 



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