TITLE:
The Influence of Nationalism on Consumers Loyalty: Taking Multinational Corporations’ Sustainable Development in China as an Example
AUTHORS:
Bo Wu, Hamrila Binti Abdul Latif, Xiaoran Li
KEYWORDS:
Multinational Corporations, Sustainable Development, Economic Nationalism, Consumer Loyalty, Consumer Satisfaction
JOURNAL NAME:
iBusiness,
Vol.15 No.4,
December
27,
2023
ABSTRACT: Based on the influence of nationalism on Chinese consumers’ brand
loyalty, specifically in regard to multinational retail enterprises in China.
The study utilized qualitative research strategies, and data was collected
using questionnaires. The study found that nationalism has a direct impact on
Chinese consumers’ brand preferences and loyalty. Chinese consumers are more
likely to select domestic brands over foreign ones when making purchasing decisions,
and this preference is largely driven by a sense of national pride and loyalty.
In order to achieve sustainable development in China, multinational companies
must desalinate their nationality attributes and build themselves into
international companies. The findings of this study are as follows: 1) Consumers with
higher education background are less vulnerable to economic nationalism; 2) Middle-aged consumers are
more vulnerable to the impact of cost-effectiveness than economic nationalism;
3) Male consumer loyalty is more vulnerable to nationalism than female
consumer loyalty in China; 4) Without the influence of the Black Swan incident, consumer satisfaction
plays a mediating role in the process of nationalism affecting consumer
loyalty.