Abstract: As Chinese consumers pay more attention to the experience in brand communications, the word “Chengyi” frequently appears in consumer reviews. The marketing communication of international brands in the Chinese market is especially easy to trigger the problem of “Chengyi”. Although “Chengyi” has long been regarded as a key concept by brands, it is rich in meaning in the Eastern discourse system, and the field of marketing management lacks in-depth explanation and application of “Chengyi” from Chinese cultural roots. This study proposes the significance of Consumers’ Perceived Sincerity in brand communication. Based on the review of Confucian literature, this construct is defined formally. Using interviews and questionnaire surveys, this study develops the Consumers’ Perceived Sincerity Scale and determines its four-dimension structure. The reliability and validity of the scale are tested and prove to be well-performing. Through theoretical analysis and empirical research, the construct is distinguished from similar constructs in previous studies. In addition to providing a measure for further investigation of Consumers’ Perceived Sincerity, this study provides a new perspective and framework for brand analysis and management of marketing communications.

Key words: Consumers’ Perceived Sincerity, Confucianism, brand communications, cross-culture marketing, scale development