How to Obtain Host Country Consumer Purchase Intention by Using Home Country Cultural Resources Positioning Strategy

Abstract

The purpose of this paper is to explore how to use home country cultural resources to help the brand internationalize and obtain host country consumer purchase intention. Through literature review, this paper proposed a conceptual model. This paper believes that home country cultural resources positioning strategy include cultural symbol positioning and regional traits positioning, folk ritual positioning and values positioning. These four positioning strategies can obtain host country consumer purchase intention through cultural identity. It has certain theoretical significance and practical guiding significance on how to use the brand home country cultural resources to shape the international brand implementation differentiation strategy.