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A Study on the Impact of Perceived Trendiness on Consumers' Re-purchase Intention for Domestic Trendy Brands

Author

Listed:
  • Ping Xu

    (Public Course Teaching Department, Guangzhou Sport University, Guangzhou 510500, China)

  • Qiang Li

    (School of Economics and Management, Shanghai Technical Institute of Electronics & Information, Shanghai 201411, China)

  • Peng Hou
  • Yingji Li

    (School of Humanities and Management, Yunnan University of Chinese Medicine, Kunming 650500, China)

Abstract

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.

Suggested Citation

  • Ping Xu & Qiang Li & Peng Hou & Yingji Li, 2025. "A Study on the Impact of Perceived Trendiness on Consumers' Re-purchase Intention for Domestic Trendy Brands," British Journal of Business and Psychology Research, Porcelain Publishing International Limited, vol. 1(1), pages 5-18.
    • Handle: RePEc:ris:bjobpr:022003
    DOI: 10.47297/ppibjbpr2025010101
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