Ingredient Branding Strategy to Improve Brand Attitude for Chinese Brands Suffering From Country-of-Origin Effect in Foreign Markets

Abstract

This study aims to investigate the impact of brand attributes and celebrity endorsement on foreign consumers' brand attitude towards the Chinese automotive brand BYD and its car model BYD TANG EV. A survey was conducted among 236 foreigners, and the results suggest that foreign consumers' brand attitude is positively influenced by functional, symbolic, and experiential attributes of the brand. Furthermore, the use of a celebrity endorser with high credibility enhances foreign consumers' brand attitude towards BYD and BYD TANG EV. The findings provide important insights for Chinese automotive brands on the importance of branding and celebrity endorsement in global marketing, particularly when targeting foreign consumers.