A Study on the Impact of Perceived Trendiness on Consumers' Re-purchase Intention for Domestic Trendy Brands

Ping Xu, Qiang Li, Peng Hou and Yingji Li
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Ping Xu: Public Course Teaching Department, Guangzhou Sport University, Guangzhou 510500, China
Qiang Li: School of Economics and Management, Shanghai Technical Institute of Electronics & Information, Shanghai 201411, China
Yingji Li: School of Humanities and Management, Yunnan University of Chinese Medicine, Kunming 650500, China

British Journal of Business and Psychology Research, 2025, vol. 1, issue 1, 5-18

Abstract: This study explores the impact of perceived trendiness on consumers' re-purchase intention for domestic 'Guochao' brands in China, which blend traditional Chinese elements with modern design to appeal to the growing cultural identity and national pride of young consumers. Through a survey of 521 respondents, we find that perceived trendiness positively influences brand preference, attachment, and commitment, which in turn enhance re-purchase intention. Our research also reveals that brand attachment mediates the relationship between perceived trendiness and re-purchase intention, while brand preference and commitment directly influence re-purchase behavior. This paper contributes to understanding the cognitive and emotional mechanisms driving consumer loyalty in the context of Chinese trendy brands, providing insights for both academia and industry in enhancing brand competitiveness and strengthening cultural positioning.

Keywords: Guochao brands; Consumer re-purchase intention; Perceived trendiness; Cultural identity (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:ris:bjobpr:022003

DOI: 10.47297/ppibjbpr2025010101

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