The Influence of Dialect Advertisement on Consumer Purchase Intention

Evidence from China’s Time-Honored Brands

DOI

10.2991/978-94-6239-719-4_5How to use a DOI?

Keywords

Dialect Advertising; Consumer Purchase Intention; Time-honored Brands

Abstract

China’s time-honored brands are facing serious survival risks. Using dialect advertising to attract consumers to purchase these products can partially address the survival challenges faced by these brands. This study, focusing on time-honored brands, examines whether using dialect advertising can enhance consumer purchase intention. By using questionnaires, this paper collect data and analyze them using regression and structural equation modeling. The study examines the impact of cultural symbolism and brand fit in dialect advertisements on consumer purchase intentions. Additionally, it introduces perceived quality and perceived prestige as mediating variables to analyze the influence of cultural symbolism and brand fit on consumer purchase intention. Results indicate that the cultural symbolism and brand fit of time-honored brand dialect advertisements positively influence consumer purchase intention. Brand fit can positively affect purchase intention through perceived quality and perceived prestige. However, whether cultural symbolism positively influences consumer purchase intention via these mediators depends on brand type. The findings suggest that managers of time-honored brands may consider choosing dialect advertisements in their marketing efforts. However, they should select appropriate dialect advertisements based on their brand type.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), 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  - Xiaoxuan Li
PY  - 2026
DA  - 2026/07/09
TI  - The Influence of Dialect Advertisement on Consumer Purchase Intention
BT  - Proceedings of the 2026 6th International Conference on Enterprise Management and Economic Development (ICEMED 2026)
PB  - Atlantis Press
SP  - 34
EP  - 45
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-719-4_5
DO  - 10.2991/978-94-6239-719-4_5
ID  - Li2026
ER  -