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Study on the Influencing Factors of Liquor Product Brand Internationalization Strategy on Consumers' Purchasing Intention

Baoshan Pu


China's liquor industry has a long history and has a history of thousands of years. Liquor has become a part of China's traditional culture together with Chinese culture, tea and food. "No wine, no banquet" and "friends have good wine" have become a part of the etiquette of Chinese people. China's liquor has been imperceptibly integrated into the blood heritage of the Chinese people, which can arouse the national identity of Chinese people around the world. In recent years, with the development of China's economy and the improvement of residents' consumption ability, the domestic liquor industry has developed rapidly. This paper takes the research perspective of liquor product brand internationalization strategy, takes the consumer behavior theory as the basis, and combines the trust transfer theory, root theory, perceived value adoption model and consumer identity theory.


Purchase Intention; Brand Internationalization Strategy; Trust; Sense of Identity; Perceived Value

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DOI: http://dx.doi.org/10.18686/fm.v8i2.6811