Research design: ethnocentrism on purchase intention of fast fashion co-branding in China.

Abstract

This study examines the influence of Chinese consumers' ethnocentrism on the compatibility of fashion-co-branded products, focusing specifically on international fast fashion brands. This study examines fast fashion co-branding cases in the Chinese market, specifically focusing on the spillover effect and the influence of ethnocentrism. This study utilises the Theory of Reasoned Action (TRA) as the theoretical framework, along with Yoo and Donthu’s (2001) brand equity model and validated research scales. The objective is to assess the impact of perceived quality, brand awareness, association, and loyalty on the co-branding match-up. This study incorporates the concept of the spillover effect of the emotion transfer theory as a moderating factor in the association between co-branding match-ups and consumers' purchase intentions. The objective is to examine the purchasing behaviour and potential purchase intentions of Chinese consumers towards fast fashion co-brands. The present study aims to investigate the potential impact of ethnocentrism on Chinese consumers. To achieve this objective, the questionnaire design will be based on the CET scale, which is widely recognised and utilised in academic research. The primary focus of this investigation is to examine the role of ethnocentrism as a moderator in the aforementioned relationship. The global fast fashion industry tends to appropriate and dilute local cultural elements as it expands into new markets. This study offers pertinent references for international fast-fashion brands seeking to enter the Chinese market. Brands can successfully penetrate the Chinese market by comprehending the impact of ethnocentrism. This study examines the alignment of brand equity and potential co-branding intentions, with a focus on the specific co-branding factors relevant to the Chinese market.