Research on the formation mechanism of brand identification in cross-border e-commerce platforms — Based on the perspective of perceived brand globalness/localness

Abstract

With the advent of the digital economy, enterprises have been engaging in brand management activities through cross-border e-commerce platforms to secure brand identification (BI) and capture market share. However, scant attention has been given to the impact of perceived brand globalness (PBG) and perceived brand localness (PBL) on brand identification in cross-border e-commerce platforms. This study delves into the underlying mechanisms governing the formation of brand identification in the context of cross-border e-commerce platforms. In this end, we employed the AMOS26.0 software to conduct structural equation analysis on a corpus of 300 survey questionnaires. The results show that: (1) PBG and PBL can exert a positive influence on BI through customer perceived value; (2) acculturation (AC) assumes a positive moderating role in the influence of PBG and PBL on emotional value (EV) and functional value (FV) respectively, (3) and that platform reputation (PR) plays a constructive moderating role in the impact of PBG on FV.

1. Introduction

In the wake of e-commerce surge, numerous enterprises have turned to cross-border platforms (e.g., Tmall Global, JD Worldwide, Amazon, etc.) to manage their brands with the objective of enhancing consumer perceived value and achieving brand identification (BI). For instance, renowned brands such as Lancôme, and Estée Lauder have established flagship stores on platforms, such as: Tmall and JD to attract prospective consumers by showcasing feedback, comments and user experiences. In addition, the utilization of these platforms subtly molds consumer cognition [1], fostering greater acculturation among consumers. Take, for instance, the case of Li Ning, a prominent Chinese brand, which has successfully attracted consumers through the trendy “Wudao” series on Amazon, thereby garnering favor for its other "Chinese Style" products). Leveraging cross-border e-commerce platforms, enables enterprises to cultivate a positive brand image and secure brand recognition, thereby bolstering their competitive edge in both domestic and international markets. Moreover, this approach significantly shapes consumers' perceptions of products from diverse countries, thereby mitigating the alienation from cultural differences. However, research into brand dynamics in the domain of cross-border e-commerce platforms remains somewhat underexplored.

The academic literature on brand management has a long-standing and rich tradition. Brands are often categorized into perceived brand globalness (PBG) and perceived brand localness (PBL) in order to study their direct or indirect impact on consumer perception and behavior. This categorization has been explored in relation to its influence on various consumer behaviors, such as purchase intention [2,3] and brand loyalty [4]. Early literature has revealed that global brands have the capacity to evoke perceptions of greater value, greater prestige, and relative scarcity among consumers [2,5]. However, as social development has progressed, researchers have begun to focus on local brands, revealing their increased popularity in highly globalized markets or economically developed regions [[6], [7], [8]]. This shift in focus is attributed to the ability of local brands to cater to localized requirements and preferences, thereby maintaining their unique appeal [9]. In essence, positive brand responses are more likely to appear when consumers' tendencies align with the characteristics of the brands [10,11].

This study posits that in the pursuit of enhancing brand image through brand management on cross-border e-commerce platforms, the first step involves the acquisition of brand identification. However, the mechanisms that facilitate the formation of BI in the context of cross-border e-commerce platforms are multifaceted. Hattie (2014) has identified that certain consumers aspire to be perceived as members of specific social group, aligning their self-image with who they their actual identity and endorsing a particular brand [12]. This is because the brand represents an entity in social interactions, rather than merely a combination of attribute [13,14]. Therefore, scholars often explore avenues such as customer functional value [10,11] or emotional value [15] as pathways to translate perceptions of PBG/PBL into BI.

In actuality, the perceptions of consumers are shaped not only by the attributes of brands, but also by personal and external factors. Scholars have determined that the overwhelming majority of consumers are influenced by local and global cultural factors when making purchase, and individuals with higher acculturation (AC) exhibit a greater propensity to harbor purchase intentions towards a specific brand [16], a phenomenon attributed to BI [17]. In cross-border e-commerce platforms, reputation exerts an impact on the psychology and behavior of consumers [18,19], and the reputation of a company or band is frequently perceived as a precursor to BI [20].

Notwithstanding the valuable contributions of extant studies, the process of instilling purchasing intention, brand loyalty and similar behaviors towards brands on cross-border e-commerce platforms is subject to influence from a multitude of factors. Prior research, while significant, is somewhat fragmented and fails to contextualize in the domain of cross-border e-commerce, thereby rendering it inadequate for explicating contemporary marketing paradigms. While extant literature has delved into the impact of PBG/PBL on brand identification [17,21], it neglects to explicate the substance of identification or offer a roadmap for its attainment. This study seeks to the gaps in prior literature and effectuate a shift from static to dynamic research. The majority of prior studies on consumer behavior have stalled, with scant discussion on the micro-level underpinnings of these motivations. This study systematically introduces customer perceived value as a mediating variable to probe into the psychology and behavior of consumers from a dynamic perspective, thereby charting a novel research in the domain of brand globalness and brand localness.

2. Conceptual background and research hypotheses

2.1. Perceived brand globalness and perceived brand localness

The research of PBG/PBL entails an understanding of global and local brands, thus necessitating a comprehensive understanding of the conceptual underpinnings of these two brand categories. The definition of global brands can be succinctly defined as brands that have physical markets in multiple countries [22]; derive a significant proportion of their revenue from international markets [23]; and are owned by multinational corporations, thereby being marketed in a standardized manner [24]. Conversely, local brands can be summarized as brands that were only available in a delimited geographical area [22]; brands that originate from the consumers' native countries [25]; or brands that are emblematic of enterprises that are deeply intertwined with the cultural fabric of local markets [7]. Whether a brand is classified as global or local, it is inexorably linked to consumer perception. However, consumers may possess varying degrees of awareness regarding a brand's international operations beyond its domestic market scope [26,27]. Therefore, several scholars have sought to explore the impact of global and local brands on consumers' behavior through the perspective of consumer perception.

The concept of PBG refers to consumers' perception of a brand's global reach. Steenkamp et al. (2003), Mandler et al. (2020), and Akram et al. (2022) expounded upon it as a brand that is retailed across multiple countries and enjoys widespread recognition as a global entity [8,10,28]. Diamantopoulos et al. (2019) posited that, from the consumer's vantage point, a brand is considered globally available, irrespective of its adherence to standardized marketing strategies or its clear country of origin [17]. On the other hand, PBL denotes consumers' conviction that a brand embodies local culture or aligns with local values. Legendre et al. (2018) defined it as the extent to which individuals perceive brands and/or products as from their local community or as being of local provenance [29]. Özsomer (2012) and Mandler et al. (2022) characterized it as a brand that symbolizes the values, requisites, and aspirations of the members in the local environment [7,8]. Similarly, Swoboda (2012) contended that PBL refers to a brand that is acknowledged as local, symbolizing local culture and impressions [11]. From the explication of PBG and PBL, it is evident that research on brand is inextricably intertwined with an exploration of consumer perception, which, in turn, is inevitably shaped by individual feature and external stimulus.

The prevailing belief in the superior advantages of global brands is undergoing a decline on a global scale, owing to factors such as platform engagement, information asymmetries, and shifts in the global landscape. These elements collectively contribute to a transformation in consumer attitudes towards global and local brands. Therefore, research on the perception of brand globalness and brand localness necessitates an exploration and integration of additional emotional theories, coupled with a comprehensive analysis in the context of the current market dynamics. In essence, the research into the mechanisms underlying the formation of brand identification in cross-border platform scenarios inherently involves the consideration of numerous influential factors.

2.2. Brand identification

BI denotes the psychological state in which consumers perceive, feel, or assess their identification with a particular brand. Rooted in sociology and psychology, the concept of brand identification has evolved from social identity theory and organizational identity theory. According to social identity theory, consumers extend their self-perception beyond their individual identity to consist of a social identity [30]. Similarly, Xie (2015) posited that BI reflects a brand's capacity to construct and communicate an individual's self-identification and social identification towards others [21]. Through brand recognition, consumers convey their self-image or the image they aspire to embody [31,32], as well as the social groups to which they belong [33]. At a personal level, brands can aid individuals in accentuating their personality, express their values and beliefs [30]. From a social standpoint, brands can function as vehicles for the communication of consumers' desires and self-identities [34].

In light of the extant literature, it is evident that brands transcend mere utilitarian products, serving as vehicles through which consumers express and reinforce their own individuality by aligning themselves with specific brands [35]. Studies have substantiated the affirmative impact of PBG and PBL on BI [17,21]. Given the previous research backgrounds, this article seeks to delve into the origin of consumers' brand identification at a granular level. This study is predicated on the notion that a brand is interwoven with the fabric of one's lifestyle, including shared values, preferences, and consumption habits. Indeed, the products, objects, or brands integrated into individuals' quotidian routines serve as a reflection of their identity [36], accentuating their singularity and propelling them toward their aspirations [34]. Concurrently, consumer brand identification can be construed as a psychological process that leads to a significant psychological bond between consumers and the brand, thereby shaping the durability of the long-term relationship between the two [37]. Moreover, a high level of consumer brand identification is instrumental in maintaining sustainable, long-term consumer relationship [38].

The existing literature in this field has predominantly centered on consumer behavior and brand attributes, with scant attention devoted to delving into the psychological underpinnings that form these behavioral intentions. To redress this research gap, this paper explores the micro-level determinants influencing brand identification in the domain of cross-border e-commerce platforms. In addition, this study seeks to explain the path of brand identification formation through the lens of customer-perceived value, amalgamated with insights from consumer psychology.

2.3. Customer perceived value

The theory of customer perceived value primarily delves into the valuation of products from the vantage point of customers, conferring a competitive edge to enterprises through the cultivation of consumers’ perceptions of value. This theory has garnered substantial attention from both scholars and business managers [39]. The pioneering work on customer perceived value was advanced by Sheth et al. (1991), and as noted by Tanrikulu (2021), it has made a significant theoretical and practical contribution by elucidating the rationale behind customers' decisions to purchase (or abstain from purchasing) products, product categories, and brands from a value-oriented standpoint [40,41]. Notably, in consumer behavior, customer perceived value stands as the most frequently cited and esteemed theory.

Scholars have offered diverse perspectives broadly on the customer perceived value，which can be categorized into two paradigms. Some scholars have delineated it as a unidimensional construct of 'gain and loss', exemplified by Monroe (1991), who posited that customer perceived value is the ratio of benefits to costs [42]; while Parasuraman (1997) defined it as perceived benefits minus perceived costs [43]. However, the genesis of value is not quantifiable by businesses or society, rather, it emanates from customers' individual experiences and sentiments. Therefore, certain scholars conceptualize it as a multidimensional framework, as articulated by Sheth (1991), who partitioned perceived customer value into functional value, social value, emotional value, and cognitive value [40].

Studies have revealed that the perception of brand value can bolster consumers' favorable dispositions towards the brands, influencing factors such as purchase intention [44] and customer satisfaction [45,46]. In the domain of exploring PBG/PBL, scholars have previously introduced the functional value [4,10] and emotional value [15] as mediating variables to explicate consumers' behaviors. Emotional value (EV) pertains to the potentiality of a consumer's choice being contingent upon their intention to express emotions, with the value derived from the sentiments or gratification engendered by the chosen product, while functional value (FV) accentuates the functional or physical worth inherent in the product itself [40]. This article seeks to elucidate the mechanism of brand identification formation predicated on this logical framework.

This article explores the mediating role of customer perceived value in brand identification. Drawing from the antecedent literature review and conceptual model expounded in the ensuing sections, it becomes apparent that this article dissects customer perceived value into two dimensions: EV and FV. The mediating role of these two dimensions in PBG and PBL on BI is separately deliberated in this article.

2.3.1. The mediating role of emotional value

The emotional bond that customers form with a brand shapes their disposition towards it, and disposition is pivotal in any behavioral analysis as it governs individuals' cognitions, affect, and behaviors. When consumers' proclivities align with the brand's attributes, positive brand responses ensue [10]. Studies have demonstrated that consumers harbor emotional determinants that engender their intention to make purchases, such as emotional response [47] and perceived pleasure [48]. Consumers compare themselves with the brand personality through self-concept, and a high degree of congruence between the two enables consumers to resort to the brands to express their own self-concept. This emotional solace and contentment impel consumers to have a positive attitude towards the brands. Research has manifested that BI comprises emotional aspects that align with the brands [20], thus prompting the formulation of the following hypotheses.

H1a

Emotional value positively mediates the relationship of perceived brand globalness on brand identification.

H1b

Emotional value positively mediates the relationship of perceived brand localness on brand identification.

2.3.2. The mediating role of functional value

It is a prevailing belief that global brands embody superior quality, enhanced performance or offer higher brand equity [8]. However, as certain developing countries progressively burgeon, local brands are also beginning to carve a niche in the market. Swoboda et al. (2012) directed their focus on retail brands and found that PBG and PBL can bolster customer purchase intention by exerting a positive influence on FV [11]. In addition, scholars have also discerned that PBG and PBL can exert a positive influence on FV and subsequently impact brand identification [17,49]. Hence, the following hypotheses are proposed.

H2a

Functional value positively mediates the relationship of perceived brand globalness on brand identification.

H2b

Functional value positively mediates the relationship of perceived brand localness on brand identification.

2.4. Acculturation

Culture's pivotal role in the customer decision-making process has been widely acknowledged. Hofstede (1984) defined culture as the shared idea in an organization or collective, including their value system, which distinguishes members of one group from those of another [50]. Erdem (2008) delved into the perception and judgment of marketing in relation to the strength of national cultural identity, and the disparities in consumer behaviors and attitudes between different consumer groups due to cultural adaptation [51]. In this context, culture shapes a group's perspectives and perceptions. Therefore, the study of acculturation is increasingly necessary.

Acculturation denotes the transformation experienced by individuals and groups upon encountering or identifying with another culture. It is also referred to as psychological cultural adaptation. Acculturation involves cultural adjustments arising from interactions with other cultures (individuals, groups, and environments), and the process of integrating into a new culture is defined as acculturation [52]. The phenomenon of AC exerts influences on the cognitive consumption of brands by the local consumer groups in the culture-receiving country. The degree of customers' identification with a brand is not only solely influenced by individual factors, but also by the cultural customs and spiritual interference of their environment. Klein et al. (1998) observed that, in Chinese consumer groups, consumers tend to be averse to purchasing brands from Japan due to cultural value determining the way information is perceived [53], thereby influence consumer cognitive behavior [54,55]. With the advent of economic globalization, numerous multinational companies combine their brands with local customs and habits, or cooperate with local enterprises to introduce integrated brands to capture a share of the target market (such as Toyota, etc.). Building upon the aforementioned discourse, this study posits that consumers with higher acculturation will exert a positive regulatory effect when encountering global/local brands, and are more inclined to develop brand identification. Therefore, to substantiate the role of acculturation in the process of PBG and PBL through customers’ perceived values which affect BI, the following hypotheses are proposed.

H3a

The relationship between perceived brand globalness and emotional value is moderated by acculturation.

H3b

The relationship between perceived brand localnesss and emotional value is moderated by acculturation.

H4a

The relationship between perceived brand globalness and functional value is moderated by acculturation.

H4b

The relationship between perceived brand localnesss and functional value is moderated by acculturation.

2.5. Platform reputation

Smidts et al. (2001) posited that reputation and identification are closely intertwined [56]. It has been established through research that reputation has a positive impact on both satisfaction and perceived quality [57]. A favorable reputation serves to ameliorate consumers' negative psychological dispositions towards products by signaling their quality, thereby promoting consumers' perceived value of products [58].

Platform reputation (PR) refers to the comprehensive perception of the pivotal attributes of a platform by external entities [59]. For consumers, PR represents an external environmental stimulus. According to the pertinent principles of reputation theory, a robust platform reputation not only has the capacity to attract and "lock in" a substantial cohort of buyers, but also enhances brand exposure. In addition, it can mitigate consumers' perceived risk and bolster their recognition of a brand by communicating a favorable signal as a "supplementary signal" to the products sold on the platform. As evidenced by Loureiro et al. (2011), reputation engenders a positive impact on satisfaction and perceived quality [57]. The higher the platform's reputation, the greater the likelihood of eliciting positive purchasing behavior. Therefore, when an individual perceives a brand or an organization to be popular, they are inclined to develop a positive identification, provided that other variables remain constant. Consumers' perception of product value is not only solely predicated on their own knowledge, but also influenced by extraneous factors. Especially in online transactional environments, where perceived brand value can shape consumers' attitudes towards the brands [1]. Platforms endowed with superior reputations are more apt to instill trust in the brands, which stemming not only from trust in the quality of the brands on the platforms, but also from customers' proclivity towards the brands on the platforms. Therefore, this article introduces PR as a moderating variable to explore its moderating effect. Sum up, the following hypotheses are proposed.

H5a

The relationship between perceived brand globalness and emotional value will be moderated by platform reputation.

H5b

The relationship between perceived brand localnesss and emotional value is moderated by platform reputation.

H6a

The relationship between perceived brand globalness and functional value is moderated by platform reputation.

H6b

The relationship between perceived brand localnesss and functional value is moderated by platform reputation.

Based on the assumptions, the conceptual model of brand identification in cross-border e-commerce platforms can be summarized as follow (Fig. 1):

Fig. 1.

Conceptual model.

3. Research Methodology

3.1. Measurement

According to the conceptual model in Part III, this research explores the mechanism of brand identification formation, which includes a total of 7 variables. This article measures these variables separately, including 3 items for PBG from Steenkamp et al. (2003) [28], 3 items for PBL from Torelli & Ahluwalia (2012) [60], 3 items for EV adapted from Kim et al. (2011) [61], 4 items for FV adapted from Yeh et al. (2016) [62], 3 items for BI from Stokburger-Sauer et al. (2012) [63], 3 items for AC from Cleveland & Laroche (2007) [64], and 3 items for PR adapted from Veloutsou & Moutinho (2009) [65]. The questionnaire measurement items are designed using a Likert seven-point scale, with 1 indicating "strongly disagree" and 7 indicating "strongly agree". After the design was completed, the questionnaire was first reviewed and gradually modified by experts and scholars (as shown in Table 1).

Table 1.

Measurement questions.

variables	Measurement questions	Source
Perceived brand globalness	To me, this is a global brand	Steenkamp et al. (2003)
	I do think consumers overseas buy this brand
	This brand is sold all over the world
Perceived brand localness	This brand is strongly associated with China culture.	Torelli & Ahluwalia (2012)
	This brand is an icon of China culture.
	Chinese consumers will purchase it
Functional value	This brand that I purchased has consistent quality	Yeh et al. (2016)
	This brand that I purchased is well made
	This brand that I purchased offers value for money. This brand is very useful to me.
Emotional value	When someone praises brand, it feels like a personal compliment	Kim et al. (2011)
	The brand that I purchased would give me pleasure
	I would experience an emotional loss if I had to stop using brand
Brand identification	I feel a strong sense of belonging to this brand	Stokburger-Sauer et al. (2012)
	This brand has a great deal of personal meaning for me
	I identify strongly with this brand
Acculturation	I am interested in learning more about people who live in other countries	Cleveland & Laroche (2007)
	I often learn about the brand through various social media channels
	I like the programs sponsored by the brand, even if some programs are broadcast in English
Platform reputation	This platform is reputable	Veloutsou & Moutinho (2009)
	This platform makes honest claims
	This platform is trustworthy

3.2. Data collection Procedure and sample characteristics

This article delves into the analysis of consumers who have registered accounts on cross-border e-commerce platforms. Considering the nature of these platforms, we opted for the utilization of online questionnaires for data collection, a method widely acknowledged in data collection, statistics, and processing. Online questionnaires are renowned for their intuitive nature and possess a certain level of credibility. After consideration of various platforms for distributing the questionnaire, the Credamo questionnaire platform, widely recognized by scholars and institutions, was selected. The online survey on the Credamo platform was conducted from March 10, 2023, to March 14, 2023, lasting for 5 days.

First, to ensure that the target group understands the proper nouns contained in the questionnaire, we provided detailed explanations at the beginning of the questionnaire. For instance, we expounded on the concept of cross-border e-commerce platforms, explicating that they are e-commerce platforms that have transactions across borders to cater to the diverse needs of consumers across the globe (e.g., JD International, Alibaba, Pinduoduo, etc.). The use of examples was employed to mitigate potential confusion caused by unfamiliarity or lack of understanding of proper nouns.

Second, to filter the target population, pertinent questions were incorporated in the first section prior to delving into variable measurement. For instance, respondents were queried about their usage of cross-border e-commerce platforms. Those who had not utilized such platforms were instructed to terminate the questionnaire. This approach ensured that the respondents were indeed consumers of cross-border e-commerce platforms. In addition, questionnaires were made regarding the frequency of consumers' usage of cross-border e-commerce platforms, the specific platforms they had patronized, and the brands they frequently perused on these platforms. This preliminary information aimed to familiarize consumers with purchase scenarios in advance, thereby laying the groundwork for subsequent variable measurement and facilitating a Q&A (Questions and Answers) process.

Last, a total of 400 questionnaires were distributed and collected. Following a manual review process, invalid questionnaires (e.g., repeated answers, random answers, and extremely short response times) were eliminated. Through this rigorous curation process, 300 valid questionnaires were obtained, resulting in a valid response rate of 75.00 %.

As can be seen from Table 1, of all the valid respondents, 51 % are female, 59.4 % are 25 years of age or older, 22 % had obtained an undergraduate degree and 23.7 % earned above 5000 RMB monthly. Table 2 presents the detailed characteristics of the sample.

Table 2.

Sample characteristics.

Measures	Items	Frequency	Percent
Gender	Male	147	49
	Female	153	51
Age	Under 18 years old	57	19
	18–24	65	21.70
	25–35	66	22
	36–45	59	19.70
	Over 46-year-old	53	17.70
Edu	Senior high school or below	108	36
	Junior college education	126	40
	Undergraduate course	50	16.70
	Master's degree or above	16	5.30
Income	2000 and below	59	19.70
	2001–3500	38	12.70
	3501–5000	132	44
	5001–6500	51	17
	6501–8000	15	5
	Above 8000	5	1.70
career	College student	59	19.70
	Company employee	78	26
	Civil servant	81	27
	Educators、researchers or medical personnel	82	27.30

4. Data analysis and results

In this study, the software AMOS26.0 was selected to construct the structural equation (SEM) model, which is a method for statistically finding the composite relationship between known variables, integrating factor analysis and multiple regression analysis [66]. AMOS (Analysis of Moment Structure) is a software used to process SEM and explore the relationship between related variables. It analyzes the causal relationship between variables based on the relationship of covariance, not only can quickly create models to test the interaction between variables and their causes, but also obtain more accurate and rich comprehensive analysis results. Therefore, AMOS26.0 software was selected for structural equation analysis.

4.1. Measurement model evaluation

Reliability evaluation serves to determine the stability and consistency of a scale in measuring variables. A higher level of reliability corresponds to a reduction in measurement errors. In this study, the widely acknowledged academic criterion of Cronbach's alpha coefficient, set at a threshold of 0.70 or higher, is employed to measure variable reliability (if the α is greater than or equal to 0.70, it indicates good reliability of the measurement model). The results are shown in Table 3, and all variables' α value are higher than 0.70, confirming the great reliability of the model [67].

Table 3.

Convergence validity and Cronbach's a.

Path	β	AVE	CR	Cronbach's ɑ
PBG3<---perceived brand globalness	0.688	0.5162	0.7616	0.758
PBG2<---perceived brand globalness	0.766
PBG1<---perceived brand globalness	0.699
PBL3<---perceived brand localness	0.765	0.5863	0.8094	0.809
PBL2<---perceived brand localness	0.736
PBL1<---perceived brand localness	0.795
FV4<---functional value	0.726	0.5483	0.829	0.829
FV3<---functional value	0.765
FV2<---functional value	0.704
FV1<---functional value	0.765
EV3<---emotional value	0.814	0.5671	0.7964	0.791
EV2<---emotional value	0.752
EV1<---emotional value	0.688
AC3<---acculturation	0.806	0.6381	0.841	0.84
AC2<---acculturation	0.777
AC1<---acculturation	0.813
PR3<---platform reputation	0.845	0.6329	0.8377	0.834
PR2<---platform reputation	0.785
PR1<---platform reputation	0.754
BI3<---brand identification	0.754	0.5297	0.7713	0.77
BI2<---brand identification	0.678
BI1<---brand identification	0.749

Convergent validity, a pivotal aspect, is tested through a Confirmatory Factor Analysis to validate the model's convergence. Only upon achieving an acceptable standard of convergent validity can a comprehensive evaluation of the measurement model be undertaken. The organized data is presented in Table 3. The testing process involves the establishment a CFA model to calculate the standardized factor loading of each variable. The Composite Reliability (CR) of all variables is higher than 0.70, and the Average Variance Extracted (AVE) is greater than 0.50. The above results are consistent with the criteria established by Fornell & Larcker (1981) [68] and Hair et al. (2014) [69]: CR must be greater than 0.60; AVE must be greater than 0.50. Therefore, the measurement model has good convergent validity.

This study employed the comparison of the square root of AVE with the magnitude of each variable pair to assess the proximity between multiple variables [70]. As can be seen from Table 4, the correlation coefficients of the seven variables are all inferior to the corresponding square root of AVE. This observation indicates that these seven variables are interrelated and exhibit a certain degree of discriminant validity. In summary, the scales utilized in the questionnaire of this study demonstrate a reliability and validity of the measurement model.

Table 4.

Discriminant validity test.

	PBG	PBL	PR	AC	BI	EV	FV
PBG	0.718
PBL	0.253**	0.766
PR	0.263**	0.319**	0.796
AC	0.241**	0.312**	0.495**	0.799
BI	0.271**	0.354**	0.294**	0.265**	0.728
EV	0.279**	0.269**	0.436**	0.405**	0.325**	0.753
FV	0.350**	0.372**	0.461**	0.400**	0.307**	0.290**	0.740

PBG: perceived brand globalness; PBL: perceived brand localness; PR: platform reputation; AC: acculturation; BI: brand identification; EV: emotional value; FV: functional value; *p < 0.05, **p < 0.01, ***p < 0.001; the square root of AVE on the diagonal; the same below.

4.2. Structural model evaluation and hypothesis examination

4.2.1. Structural model evaluation

According to the model fit test results in Table 5, CMIN/DF (chi-square degrees of freedom ratio) = 1.335, which is within the range of 1–3 [71]; RMSEA (root mean square error of approximation) = 0.033, which is within the range of less than 0.08 [72]. In addition, the test results of TLI, CFI, and NFI are all greater than 0.90. Therefore, the comprehensive analysis results indicate that the model has good fit and can proceed to the hypotheses test.

Table 5.

Adaptability index of the model.

Index	Reference	Recommended value	Fit value
CMIN/DF	Kline, 2010	<0.3	1.243
GFI	Hu & Bentler, 1999	>0.9	0.946
AGFI	Hu & Bentler, 1999	>0.8	0.921
RMSEA	Steiger, 1990	<0.08	0.029
TLI	Hu & Bentler, 1999	>0.9	0.962
NFI	Hu & Bentler, 1999	>0.9	0.910
CFI	Byrne, 2016	>0.9	0.981

4.2.2. Hypothesis examination

4.2.2.1. The examination of mediating effects of emotional value and functional value (H1a, H1b, H2a, and H2b)

The mediating effects were examined through the utilization of a bootstrapping method involving 5000 sub-samples, with bias-corrected at a 95 % confidence interval [73]. The calculation program of the indirect effect confidence interval provided by MacKinnon's Prodclin2 was employed to validate the mediating effect. According to the bias-corrected and percentile 95 % confidence intervals, if neither the upper nor lower bounds contain 0, or Z > 1.96/Z = 1.96 (meeting the criterion for assessing the validity of the indirect effect), it indicates a total indirect effect of displaying emotional value and functional value. The data from MacKinnon Prodclin2 data shows that both emotional value and functional value exhibit significant indirect effects. The detailed results are presented in Table 6. Therefore, the validation of the partial mediating role of emotional value and functional value supports the assumption that H1a, H1b, H2a, and H2b, they are all valid.

Table 6.

The total and indirect effect of mediation.

Path	B			Bootstrapping				MacKinnon Prodclin2
				Bias-corrected		percentile
		SE	Z	Lower	Upper	Lower	Upper	Lower	Upper
PBG→BI	0.46	0.10	4.71	0.28	0.67	0.28	0.67
PBL→BI	0.41	0.07	6.12	0.28	0.55	0.28	0.55
PBG→EV→BI	0.15	0.05	3.02	0.07	0.27	0.07	0.26	0.06	0.27
PBL→EV→BI	0.08	0.03	2.93	0.04	0.14	0.04	0.14	0.03	0.16
PBL→FV→BI	0.09	0.04	2.56	0.03	0.17	0.03	0.17	0.02	0.19
PBG→FV→BI	0.16	0.05	3.09	0.08	0.29	0.07	0.28	0.06	0.30

4.2.2.2. The examination of moderating effects of acculturation and platform reputation (H3a, H3b, H4a, H4b, H5a, H5b, H6a, and H6b)

The analysis into the moderating effects was carried out utilizing the AMOS 26.0 software, which conducted structural equations analysis to test the moderating effects of AC and PR. The results are shown in Table 7. The data indicates that the interaction between PBG and AC has a positive effect on EV (β = 0.28, P < 0.05), thus supporting hypothesis H3a. Similarly, this interaction has a positive effect on FV (β = 0.35, P < 0.01), thus the hypothesis H4a is supported. Additionally, the interaction involving PBL and AC has a positive effect on EV (β = 0.39, P < 0.05), thus the hypothesis H3b is supported. The same interaction between PBL and AC also has a positive effect on FV (β = 0.32, P < 0.05), thus the hypothesis H4b is supported. The interaction between PBG and PR has no significant effect on EV (β = 0.18, P > 0.05), therefore the hypothesis H5a is not supported. The interaction between PBG and PR has a positive impact on FV (β = 0.41, P < 0.001), indicating that the hypothesis H6a is supported. And the interaction between PBL and PR has no significant effect on EV (β = 0.03, P > 0.05) and FV (β = 0.2, P > 0.05), thus the hypotheses H5b and H6b are not supported.

Table 7.

Regulatory effect test results.

Path		EV		FV
		β	S.E.	β	S.E.
AC	PBG	0.24***	0.08	0.32***	0.09
	AC	0.39***	0.06	0.37***	0.06
	PBG × AC	0.28*	0.09	0.35**	0.09
	PBL	0.16*	0.05	0.31***	0.06
	AC	0.42***	0.06	0.37***	0.07
	PBL × AC	0.39*	0.04	0.32*	0.05
PR	PBG	0.19**	0.08	0.22**	0.09
	PR	0.46***	0.07	0.52***	0.08
	PBG × PR	0.18	0.07	0.41***	0.09
	PBL	0.15*	0.05	0.28***	0.06
	PR	0.46***	0.07	0.45***	0.07
	PBL × PR	0.03	0.04	0.2	0.04

To further verify the moderating effect of AC and PR, the mean values of AC and PR, adjusted by plus or minus one standard deviation, were utilized as a grouping indicator to examine the significance of their moderating effects. The empirical results, determined by a 95 % confidence interval, and utilizing the Bootstrap method with 5000 repeated iterations, are depicted in Table 8. Differences were observed in the effects of PBG and PBL on EV and FV at three levels of AC and PR. Following a bias, adjustment, it was noted that the moderating effects were not significant among participants with lower AC and PR (95 % confidence intervals included the value 0). Among participants with higher AC and PR, a positive regulatory effect was observed (95 % confidence interval does not include the value 0). The data shows that the higher the AC and PR, the stronger the moderating effect. Therefore, hypotheses H3a, H3b, H4a, H4b, and H6b are further validated.

Table 8.

Moderating effect test.

	Path				Bootstrapping
			β	SE	Lower	Upper
AC	PBG-EV	M + 1SD	0.52***	0.15	0.26	0.85
		M	0.24***	0.07	0.09	0.37
		M -1SD	−0.05	0.15	−0.36	0.24
	PBL-EV	M + 1SD	0.55**	0.2	0.17	0.96
		M	0.16*	0.08	0.00	0.31
		M -1SD	−0.23	0.2	−0.63	0.16
	PBG-FV	M + 1SD	0.63***	0.16	0.32	0.94
		M	0.31***	0.07	0.16	0.44
		M -1SD	−0.01	0.16	−0.32	0.30
	PBL-FV	M + 1SD	0.67***	0.13	0.41	0.93
		M	0.32***	0.07	0.18	0.46
		M -1SD	−0.03	0.14	−0.30	0.24
PR	PBG-FV	M + 1SD	0.63***	0.11	0.43	0.86
		M	0.22**	0.07	0.08	0.36
		M -1SD	−0.19	0.14	−0.46	0.05

To sum up, the examination results of all the hypotheses are presented in Table 9.

Table 9.

Summary of empirical test results.

H1a	Emotional value positively mediates the relationship of perceived brand globalness on brand identification.	Yes
H1b	Emotional value positively mediates the relationship of perceived brand localness on brand identification.	Yes
H2a	Functional value positively mediates the relationship of perceived brand globalness on brand identification.	Yes
H2b	Functional value positively mediates the relationship of perceived brand localness on brand identification.	Yes
H3a	The relationship between perceived brand globalness and emotional value is moderated by acculturation.	Yes
H3b	The relationship between perceived brand localnesss and emotional value is moderated by acculturation.	Yes
H4a	The relationship between perceived brand globalness and functional value is moderated by acculturation.	Yes
H4b	The relationship between perceived brand localnesss and functional and emotional value is moderated by acculturation.	Yes
H5a	The relationship between perceived brand globalness and emotional value is moderated by platform reputation.	No
H5b	The relationship between perceived brand localnesss and emotional value is moderated by platform reputation.	No
H6a	The relationship between perceived brand globalness and functional value is moderated by platform reputation.	Yes
H6b	The relationship between perceived brand localnesss and functional value is moderated by platform reputation.	No

5. Discussion and conclusions

This study revealed that, irrespective of whether it is a global brand or a local brand, the greater the emotional and functional value of the brand perceived by consumers, the stronger the identification with the brand. This result aligns with the conclusions drawn by previous researchers [17,49]. In addition, consumers with higher acculturation exhibit a stronger sense of identification with the brand due to the perceived emotional and functional value. These results are consistent with the findings of other scholars [74,75]. It is significant that the higher the platform's reputation, the stronger functional value the customers can perceive from the global brands. Thus, platform reputation has a significant moderating effect on the impact of perceived brand globalness on customer function value.

When testing hypotheses H5a, H5b, and H6b, the results of the data analysis fail to support them. With respect to the lack of support for H5a, one plausible explication proposes that previous research demonstrated high global brand identification, thus rendering external reputation inconsequential to consumers' purchasing intentions [76]. In essence, the predominant determinant remains the brand itself in influencing whether consumers will procure a given brand or not. For instance, despite Pinduoduo's reputation is not so high as the major cross-border platforms such as Amazon or JD International, consumers still opt to make purchases on its platform due to the presence of specific flagship stores (e.g., Lancôme, Huawei, etc.). Therefore, the rejection of this hypothesis could be explained in this way.

In the event that H5b and H6b are not supported, a plausible rationale lies in the contemporary prevalence of online click farming, good review incentives, and manipulation "vests" or other behaviors, which have disrupted the competitive landscape, thereby undermining the efficacy of the reputation mechanism in the e-commerce domain. Even in instances where the platform maintains a favorable reputation, consumers harbor a certain degree of skepticism towards local brands, thus lending some rationale to the rejection of the hypothesis.

5.1. Theoretical contributions

Firstly, the extensive utilization of cross-border platforms has exerted a certain impact on the psychology and behavioral patterns of consumers. However, most studies have neglected to explore the impact of PBG or PBL on brand identification in the context of cross-border e-commerce. This article seeks to analyze the applicability of previous research on PBG or PBL in conventional context to the domain of cross-border platforms. A conceptual framework of PBG and PBL, and its influence on BI through customer perceived value, has been formulated. Moreover, the study has sought to explicate the moderating effects of AC and PR. This study lays a foundation for further research into brand management in cross-border e-commerce platforms.

Secondly, as far as this study is concerned, no scholar has heretofore applied AC in the study of PBG and PBL. This study aspires to provide a compass for future cross-cultural brand research, particularly in the areas of global brand localization and local brand globalization. Empirical evidence has exhibited that consumers endowed with high AC possess the capacity to identify with both global and local brands, drawing from both functional value and emotional value.

Moreover, integrating the feature of cross-border e-commerce platforms, we have introduced PR into the model to probe how this extrinsic stimulus may affect consumers' recognition of global/local brands. The empirical data shows that PR will provide customer FV to influence consumers' recognition of global/local brands. It is significant that platform reputation may not play a role when the brand asset is high, thus providing managerial insights for the efficacious conduct of brand management in cross-border e-commerce platforms.

Finally, this study is underpinned by a consumer-centric perspective, delving into the behavioral and cognitive proclivities of consumers at the micro level. On the one hand, consumers engage in the acquisition of brands through cross-border e-commerce platforms to obtain practical functions. On the other hand, brands can provide emotional value to consumers. Therefore, this study has classified customer perceived value into two dimensions, serving as an intermediary to examine the antecedents of brand identification formation. This has further optimized the process of consumer behavior achievement, which is an important transformation from static to dynamic research.

5.2. Managerial implications

Our research results reveal a positive correlation between consumer perceived value and the establishment of brand identification. The perception of consumer value is influenced by both consumer acculturation and platform reputation, thus impacting brand identification. In light of these discoveries, we offer recommendations for brand managers.

Firstly, it is necessary to enhance customer perceived value. According to the empirical results of hypotheses H1a-H2b, it evidences that perceived brand globalness and perceived brand localness exert both influence brand identification through emotional value and functional value. Therefore, it is incumbent upon managers to cater to the development trend of global consumer culture, while concurrently assimilating local culture concurrently assimilating different market environments. This involves integrating these cultural elements into the brand's positioning about quality, functionality, personality, image, among other facets. This approach serves to highlight the global identity of the brands, while also considering its local attributes. It is significant that brand localness transcends domestic brands and can be germane to foreign or global brands seeking entry into specific markets. A brand image that integrates global and local elements is poised to capture a broader market share and foster consumer identification with the brand, surpassing the results of mere globalizing or localizing the brand.

Secondly, the integration of consumer culture is addressed. According to the empirical results of hypotheses H3a-H4b, in the context of marketing a brand across different countries or markets, it is necessary for managers to consider the integration of brand culture and local culture. The alignment between the consumer culture of the brand and local culture significantly influences consumers' perception of the brand's value, thereby affecting their identification with the brand. Managers are advised to strategize the internationalization of local brands across diverse cultures, infusing an international image into brand positioning, while concurrently localizing international brands by establishing connections with the local market. This approach aims to establish an emotional connection with consumers, thereby laying the groundwork for sustained longevity. Additionally, managers can garner favor from consumers by cultivating a favorable brand image.

Moreover, choose a reputable cross-border platform for marketing management. The burgeoning prominence of cross-border e-commerce has prompted an increasing number of consumers to opt for brand acquisitions through cross-border e-commerce platforms. According to the empirical results of hypothesis H6b, the reputation of the platform exerts an impact on consumers' perception of the functional value of global brands. Managers are advised to align the platform's commendable reputation with the brands, while also prioritizing the brand's own reputation. This concerted effort often results in consumers recognizing both the platforms and the brands, yielding a 1 + 1 greater than 2 synergy effect.

In summary, managers aspire to cultivate consumer brand identification. On the one hand, seeking to align with prevailing mainstream consumer culture, striving to localize global brands and globalize local brands to facilitate the elicitation of emotional recognition from consumers, ultimately forming the establishment of a good reputation. For example, the strategic approach adopted by Huawei smartphones. On the other hand, in instances where brand assets are not sufficiently robust, the selection of a robust marketing platform assumes significance in enhancing customers' perception of the brand's functional value, thereby fortifying brand identification.

5.3. Limitations and future research

This study delves into the impact mechanism of perceived brand globalness and perceived brand localness on brand identification in cross-border e-commerce platforms. However, it is necessary to highlight that this article is not without limitations.

Firstly, the empirical tests are conducted through the utilization of a questionnaire survey method to conduct empirical tests, and the over-reliance on a cross-sectional survey design may not help to thoroughly conduct a comprehensive exploration of the antecedents of consumer brand identification. Subsequent research could contemplate the utilization of a longitudinal research method to address this limitation.

Secondly, this article introduces acculturation as a moderating variable, yet fails to consist of the selection of consumers with diverse cultural backgrounds in the sample selection process. Future research could seek to rectify this by enhancing the inclusivity of the sample selection process.

Finally, in the context of cross-border e-commerce platforms, the extent of interaction between customers and platforms may affect customers' perceived value, thereby rendering it difficult to accurately analyze the role of platform reputation as a moderating variable. Subsequent research may consider introducing customer -platform interaction into the model to detect its impact on brand identification.

Funding

This research was funded by the National Social Science Fund of China (Grant No. 18BGL114).

Data availability statement

Supplementary data to this article can be found online at https://www.credamo.com/u/XE2vJQ4A36d.

CRediT authorship contribution statement

Qian Li: Writing – review & editing, Writing – original draft, Investigation, Data curation. Jianbin Tan: Investigation, Formal analysis. Yongbing Jiao: Writing – review & editing, Methodology, Conceptualization.

Declaration of competing interest

There was no funding for this study and all authors disclosed no relevant relationships.

Appendix A. Supplementary data

The following is/are the supplementary data to this article.