On January 31, a research paper titled “Impact of Consumer Ethnocentrism on China-Chic Product Consumption: A Multigroup Analysis of Ethnic Attributes”, co-authored by Associate Professor Tie Cuixiang’s team from the School of Literature, Journalism and Communication, was published online in the SSCI journalHumanities & Social Sciences Communications. Associate Professor Tie Cuixiang is the first author of the paper, while Lei Yueqiu, who graduated from SCMU and is currently pursuing a doctoral degree at Huazhong University of Science and Technology, is the corresponding author. SCMU is listed as the first affiliated institution.

This research focuses on China-Chic products that have been highly favored by young consumer groups in recent years, exploring how consumer ethnocentrism at the emotional level (referred to as “national product consciousness” by domestic scholars) and product evaluation at the rational level jointly influence consumption behavior of China-Chic products. The research shows that consumers’ increasingly strong national product consciousness plays a crucial role in promoting the consumption of China-Chic products. Measures such as stimulating consumers’ patriotic emotions and enhancing national identity can effectively increase consumers’ national product consciousness, thereby further promoting enthusiasm for China-Chic consumption.

The “emotional-rational dual-drive” model proposed by the research provides new cultural marketing ideas for Chinese brands. By integrating national pride, excellent traditional culture, and high-quality standards, Chinese brands can not only enhance cultural identity and emotional resonance among domestic consumers but also gradually change existing perceptions of Chinese brands in the international market, powerfully promoting the internationalization process and high-quality image building of Chinese brands. Meanwhile, this research result also provides important references for multinational companies’ localization practices in the Chinese market.

Certificate issued by CNKI.

Photo provided by School of Literature, Journalism and Communication

Humanities & Social Sciences Communicationsis a JCR Q1 journal and the only sub-journal under Nature focusing on humanities and social sciences. It emphasizes the combination of scientific methods and humanities disciplines and advocates high-quality and original research results.

Associate Professor Tie Cuixiang’s team, relying on the platform of the School of Literature, Journalism and Communication, the national first-class advertising program, and the national brand communication research team, mainly focuses on research in brand communication and consumer behavior. Their published related findings have received certificates for high PCSI papers, highly cited papers, and highly downloaded papers from CNKI Academic Essence (September-October 2024).