Advances in Consumer Research
Issue 4 : 2111-2123
Original Article
Cross-Boundary Innovation by Established Brands in The Chinese Market: The Mediating Role of Consumer Inspiration
 ,
1
Associate Professor, School of Economics & Management, Shanghai Maritime University
2
Assistant Professor, School of Management, Shanghai University of International Business and Economics
Abstract

Previous studies have highlighted the advantages of established brands in the Chinese market, but few have explored their cross-boundary innovation strategies in response to fierce competition. With the establishment of “China Brand Day” and the rise of Chinese trends, many established brands aim to attract a new generation of customers and invigorate their brand vitality through cross-boundary innovation. This paper seeks to address gaps in previous research on cross-boundary innovation among established brands and offers insights into strategies for brand activation. This paper introduces the theory of customer inspiration and investigates how the cross-boundary innovation of established brands influence customer purchase intentions and loyalty through three psychological experiments. Experimental results demonstrate that cross-boundary innovation by established brands can inspire customers. The Inspired-By and Inspired-To mediate the impact of cross-boundary innovation on customer purchase intentions and loyalty, while mental simulation moderates the effect of cross-boundary innovation on customer inspiration. This paper advances our understanding of cross-boundary innovation among established brands, providing practical guidance on brand activation amidst the Chinese trend phenomenon

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