A Study on the Impact of Perceived Trendiness on Consumers' Re-purchase Intention for Domestic Trendy Brands
This study explores the impact of perceived trendiness on consumers' re-purchase intention for domestic "Guochao" brands in China, which blend traditional Chinese elements with modern design to appeal to the growing cultural identity and national pride of young consumers. Through a survey of 521 respondents, we find that perceived trendiness positively influences brand preference, attachment, and commitment, which in turn enhance re-purchase intention. Our research also reveals that brand attachment mediates the relationship between perceived trendiness and re-purchase intention, while brand preference and commitment directly influence re-purchase behavior. This paper contributes to understanding the cognitive and emotional mechanisms driving consumer loyalty in the context of Chinese trendy brands, providing insights for both academia and industry in enhancing brand competitiveness and strengthening cultural positioning.
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