Study of how foreign sports brand influence purchase intention of Chinese consumers

Abstract

This study discusses How Foreign sports brand Influence Purchase Intention of Chinese Consumers. The relationship between the five independent variables of motivation with psychological appeal, cultural value, brand association, executional format, and creative strategy and the purchase intention of the dependent variable. And how they interact with each other. This research will use online questionnaires to collect public opinion on cross-cultural advertising of foreign brands. Of course, this research will not achieve a completely comprehensive survey and the most perfect results, but through these studies we can also find some information and functions about cross-cultural advertising.