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Nordic Brands Through Chinese Eyes: A Study on the Country Image, Brand Benefits, and Consumer Ethnocentrism

Tan, Chujun LU and Shen, Qianhua LU (2025) SKOM12 20251
Department of Strategic Communication
Abstract
This study focuses on the perception of Nordic brands by Chinese consumers in
the context of cross-cultural brand communication, with an emphasis on the
influence of the country-of-origin (COO) effect and consumer ethnocentrism on
brand attitude and purchase intention. The research adopts quantitative methods,
through online questionnaire surveys. Consumers’ responses from new first-tier,
first-tier and second-tier cities in China, who are familiar with Nordic brands and
not engaged in related industries, are collected. The research shows that both
country image and brand benefits significantly affect brand attitude, which
mediates their impact on purchase intention. Among them, the emotional and
symbolic dimensions are... (More)
This study focuses on the perception of Nordic brands by Chinese consumers in
the context of cross-cultural brand communication, with an emphasis on the
influence of the country-of-origin (COO) effect and consumer ethnocentrism on
brand attitude and purchase intention. The research adopts quantitative methods,
through online questionnaire surveys. Consumers’ responses from new first-tier,
first-tier and second-tier cities in China, who are familiar with Nordic brands and
not engaged in related industries, are collected. The research shows that both
country image and brand benefits significantly affect brand attitude, which
mediates their impact on purchase intention. Among them, the emotional and
symbolic dimensions are particularly influential. Consumer ethnocentrism has not
significantly moderated the relationship between country image and brand
attitude, but it moderates the effect of symbolic brand benefits and directly
weakens brand attitude. This study deepens the understanding of how the
country-of-origin effect and consumer psychological variables interact in the
Chinese consuming market to influence brand attitudes, and also provides
empirical support for Nordic brands to formulate more culturally sensitive and
affectively resonant brand communication strategies in China. (Less)
Please use this url to cite or link to this publication:
author
Tan, Chujun LU and Shen, Qianhua LU
supervisor
organization
course
SKOM12 20251
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Country-of-Origin Effect, Country Image, Consumer Ethnocentrism, Brand Attitude, Brand Benefits, Purchase Intention, Cross-Cultural Brand Communication, Chinese Consumers, Nordic Countries, Nordic Brands
language
English
id
9203105
date added to LUP
2025-06-23 09:49:04
date last changed
2025-06-23 09:49:04
@misc{9203105,
  abstract     = {{This study focuses on the perception of Nordic brands by Chinese consumers in
the context of cross-cultural brand communication, with an emphasis on the
influence of the country-of-origin (COO) effect and consumer ethnocentrism on
brand attitude and purchase intention. The research adopts quantitative methods,
through online questionnaire surveys. Consumers’ responses from new first-tier,
first-tier and second-tier cities in China, who are familiar with Nordic brands and
not engaged in related industries, are collected. The research shows that both
country image and brand benefits significantly affect brand attitude, which
mediates their impact on purchase intention. Among them, the emotional and
symbolic dimensions are particularly influential. Consumer ethnocentrism has not
significantly moderated the relationship between country image and brand
attitude, but it moderates the effect of symbolic brand benefits and directly
weakens brand attitude. This study deepens the understanding of how the
country-of-origin effect and consumer psychological variables interact in the
Chinese consuming market to influence brand attitudes, and also provides
empirical support for Nordic brands to formulate more culturally sensitive and
affectively resonant brand communication strategies in China.}},
  author       = {{Tan, Chujun and Shen, Qianhua}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Nordic Brands Through Chinese Eyes: A Study on the Country Image, Brand Benefits, and Consumer Ethnocentrism}},
  year         = {{2025}},
}