How Preference for Authenticity Influences Purchasing Likelihood for Localized Global Brands-Based on the Theory of Cognitive-Affective Personality System

In Chinese Market, the adoption of Chinese elements has been popularly practiced in numerous global brands as a localized adaptation strategy. However, in theory, there is little research concerned on how Chinese consumers evaluate global brands with Chinese elements. To fill this gap, this paper takes cognitive-affective personality system theory as a framework to expore the relationships between Preference for Authenticity, Brand Local Icon Value, Honoring Brand Heritage and Purchasing Likelihood. Empirical results show that, (1) Both Brand Local Icon Value and Honoring Brand Heritage cognitive-affective units can increase Purchasing Likelihood.(2) Consumers with high Preference for Authenticity are more likely to be accessibility to Brand Local Icon Value and Honoring Brand Heritage cognitive-affective units.(3) Honoring Brand Heritage cognitive-affective unit can strengthen Brand Local Icon Value unit. On the basis of these findings, the authors discuss implications with regard to implementation of localization for global brands in Chinese market.