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

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.