The Influence of Dialect Advertisement on Consumer Purchase Intention

Xiaoxuan Li ()
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Xiaoxuan Li: University of Birmingham, Accounting and Finance, Business School

A chapter in Proceedings of the 2026 6th International Conference on Enterprise Management and Economic Development (ICEMED 2026), 2026, pp 34-45 from Springer

Abstract: Abstract China’s time-honored brands are facing serious survival risks. Using dialect advertising to attract consumers to purchase these products can partially address the survival challenges faced by these brands. This study, focusing on time-honored brands, examines whether using dialect advertising can enhance consumer purchase intention. By using questionnaires, this paper collect data and analyze them using regression and structural equation modeling. The study examines the impact of cultural symbolism and brand fit in dialect advertisements on consumer purchase intentions. Additionally, it introduces perceived quality and perceived prestige as mediating variables to analyze the influence of cultural symbolism and brand fit on consumer purchase intention. Results indicate that the cultural symbolism and brand fit of time-honored brand dialect advertisements positively influence consumer purchase intention. Brand fit can positively affect purchase intention through perceived quality and perceived prestige. However, whether cultural symbolism positively influences consumer purchase intention via these mediators depends on brand type. The findings suggest that managers of time-honored brands may consider choosing dialect advertisements in their marketing efforts. However, they should select appropriate dialect advertisements based on their brand type.

Keywords: Dialect Advertising; Consumer Purchase Intention; Time-honored Brands (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-719-4_5

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