Redai dili (Nov 2021)
Verification and Expansion of the Theoretical Model about Trans-Local Food Brand Rebranding: A Case Study of Starbucks
Abstract
The globalization of capital is the product of the social division of labor and the development of social productive forces. It is also the worldwide expansion of the capitalist mode, and its relations, of production. Trans-local catering brand management is a process of brand remodeling; its general strategy is to re-establish its brand identity, which is unique and different from its competitors', such that the production capital can help establish a new brand image in other countries. Simultaneously, the catering needs of Chinese residents are now different and complex, which meets the self-appreciation needs of foreign capital to a certain extent. Western chain enterprises have become the forerunners of global cultural input, having achieved different degrees of brand remodeling in China in the process of globalization and local cooperation. Although studies have preliminarily explored the phenomenon of trans-local food brand remodeling, it is worth verifying and discussing whether the existing theoretical models are universal and have sufficient explanatory power in the context of the ever-changing international situation and domestic consumption environment. Moreover, few studies discuss brand remodeling from the perspective of the simultaneous effects of two cultures, such as the cultural factors of the home country and the trans-local and post-local cultural factors. Therefore, based on the background of the "spatial turn" and the "cultural turn" this study reflects on the reality of contemporary consumption, empirically analyzes the theoretical path of trans-local catering brand remodeling, and establishes a structural equation model with the culture of brand origin and local consumption culture as the pre-factors of brand equity, to verify the influencing factors and mechanism of trans-local catering brand remodeling. The study finds that the continuous improvement in brand equity contributes to the process of trans-local brand remodeling. The image of origin has a direct and significant positive impact on brand awareness, brand loyalty, and perceived quality. Local consumption culture only affects brand awareness, but has no direct influence on perceived quality or brand loyalty. However, local consumption culture can affect perceived quality and brand loyalty through brand awareness, which then influence purchase intention. Local consumption culture provides the necessary cultural, historical, and political basis for understanding brand meaning in various situations. However, with the development of the economy and the establishment of cultural self-confidence, Chinese people's consumption concept is more rational and pragmatic. Thus, brand reconstruction must be based on the promotion of brand equity. It is not sufficient to have the advantage of brand awareness. Perceived quality is an important intermediary to brand loyalty, which is the only way to develop purchase intention. Although the "halo" effect of the image of origin still exists, good brand quality perception is another important factor influencing customers' brand loyalty and purchase intention. Food quality is the primary factor in the survival of the catering industry, and trans-local catering brands should focus more on the customer recognition of the products themselves. The extent to which the current food experience can directly meet customers' expectations will determine whether customers are willing to pay for the brand continuously. In summary, this study discusses two kinds of cultural and geographical factors, namely the origin effect and local consumption culture, verifies and expands the existing trans-local restaurant brand remodeling model, and verifies the new path hypothesis. It enriches the case study objects and explores the contextualized differences of the theory, thus providing a new case practice for contemporary catering geographical and cultural consumption.
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