The Formation Mechanism and Enhancement Strategies of Consumer Brand Identity in the Context of China-Fashion

DOI

10.2991/978-2-38476-611-6_138How to use a DOI?

Keywords

China-fashion; Consumer; Brand identity; Formation mechanism; Grounded theory

Abstract

With the continuous enhancement of national cultural confidence, China-fashion consumption has become the dominant trend in the domestic consumer market, as local domestic brands rapidly rise and profoundly reshape consumers’ brand preference choices. The core competitive advantage of China-fashion brands has shifted from product quality and cost-effectiveness to consumer brand identification driven by cultural empowerment. This study employs grounded theory qualitative research methodology, collecting primary data through in-depth interviews and conducting three-level coding analysis to identify the core dimensions and formation pathways of China-fashion brand identification, thereby constructing a comprehensive mechanism model. The findings reveal that cultural perception, product experience, value resonance, and social belonging are the key drivers of brand identification, which interact hierarchically to ultimately foster stable brand loyalty. Based on these conclusions, the study proposes brand identification enhancement strategies across four dimensions—cultural empowerment, product refinement, value cultivation, and scenario-based marketing—providing theoretical insights and practical guidance for the sustainable development of Guochao brands and overcoming short-term traffic challenges.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 3.0 International License (http://creativecommons.org/licenses/by-nc/3.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xiuhai Li
PY  - 2026
DA  - 2026/09/07
TI  - The Formation Mechanism and Enhancement Strategies of Consumer Brand Identity in the Context of China-Fashion
BT  - Proceedings of the 2026 12th International Conference on Digital Humanities and Frontiers in Social Sciences (DHFSS 2026)
PB  - Atlantis Press
SP  - 1294
EP  - 1301
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-611-6_138
DO  - 10.2991/978-2-38476-611-6_138
ID  - Li2026
ER  -