How perceived local iconness of culturally mixed products enhances purchase intention:the mediating role of consumer perceived value

PurposeThis study investigates the underlying mechanism through which perceived local iconness increases customers' purchase intentions for culturally mixed products.Design/methodology/approachIt utilizes an online survey with purposive sampling to gather data. Structural equation modeling is applied to examine data gathered from 471 Chinese customers.FindingsConsumers' perceived local iconness of culturally mixed products positively influences their purchase intentions, and this connection is mediated by perceptions of quality, social and emotional values.Practical implicationsIncorporating Chinese cultural elements that can evoke local iconness perceptions among Chinese consumers is necessary for global brands. Moreover, when creating or promoting culturally mixed products, global brands should carefully consider consumers' perceived quality, social and emotional values.Originality/valueDrawing on the signaling theory, this study advances knowledge on how local iconness increases the value of and customers' desire to purchase culturally mixed products. It provides practical suggestions on how global brands can succeed when launching culturally mixed products in emerging markets.