系统管理学报2025，Vol.34Issue(5)：1451-1470,20.DOI:10.3969/j.issn2097-4558.2025.05.019
品牌标识的中国文化象征性对品牌资产的影响
Impact of Chinese Cultural Symbolism of Brand Identity on Brand Equity:Taking UK Market as an Example
摘要
Abstract
In an era where attention has become a kind of scarce resource,brand identity,as a critical visual asset,carries brand culture and vision of enterprises.Good brand identity enables the brand to stand out.Adopting the perspective of perceived innovation and brand confidence,this paper,employing four experiments in the UK market,examines how the cultural symbolism(Chinese cultural symbolism versus non-cultural symbolism)of brand identity impacts brand equity in the internationalization of Chinese national brands,along with its underlying mechanisms and boundary conditions.The findings reveal that cultural symbolism in brand identity positively influences brand equity for national brands operating overseas.The need for cognition and international relations serve as moderators,while perceived innovation and brand confidence play a chained mediating role.These results enrich cross-cultural research on brand logos and the internationalization of national brands,offering actionable visual design strategies for global brand.关键词
文化象征性/认知需求/品牌自信/感知创新/品牌资产Key words
cultural symbolism/need for cognition/brand confidence/perceived innovation/brand equity分类
管理科学引用本文复制引用
GUO Rui,LUO Yang,ZHOU Min,TAO Lan,CHEN Jiajia,XIAO Zihan..品牌标识的中国文化象征性对品牌资产的影响[J].系统管理学报,2025,34(5):1451-1470,20.基金项目
教育部人文社会科学基金资助项目(20YJC790027) （20YJC790027）
国家自然科学基金资助项目(71772119) （71772119）
