The Impact of Identity Autonomy on Cross-Border Brand Connection from a Cross-Cultural Perspective: Mediated by Sense of Control and Moderated by Cultural Distance

Abstract

The globalization of digital trade has normalized cross-border consumption, yet international brands commonly face identity conflicts in cross-cultural contexts. This study examines the influence of identity autonomy on cross-border brand connection within cross-cultural settings, grounded in Self-Determination Theory and Hofstede's cultural dimensions. It tests the mediating role of perceived control and the moderating role of cultural distance. Employing literature review and cross-cultural case comparison methods, the study examines Estée Lauder (high cultural distance), Uniqlo (low cultural distance), and Little Boss Seaweed (low cultural distance). Findings reveal: Cross-cultural identity autonomy significantly and positively influences cross-border brand connection. Sense of control fully mediates this relationship across three dimensions: informational, decision-making, and experiential control. Cultural distance moderates this pathway, with stronger effects in low-cultural-distance contexts. Additionally, power distance and uncertainty avoidance dimensions exhibit differential moderating effects. Cultural distance moderates these pathways, with stronger effects in low-cultural-distance contexts, and differing moderation effects across power distance and uncertainty avoidance dimensions. This study fills a theoretical gap in cross-cultural brand connection research and provides practical guidance for cross-border brands to develop “local identity activation + sense of control transmission” strategies.