“国潮”现象的兴起，是新时代文化自信和民族认同的必然产物。基于文化图式理论，本研究系统考察了中国文化资源典型性对消费者国潮品牌态度的影响及其内在机制。研究结果证实，相较于低典型性的中国文化资源，国潮品牌在产品设计中融入高典型性的中国文化资源能够显著提高消费者国潮品牌态度。这是由于高典型性的中国文化资源增强了消费者对品牌文化象征性的感知。此外，本研究进一步揭示了视觉意象在其中的调节作用，当国潮品牌采用抽象视觉意象呈现中国文化资源时，会削弱品牌文化象征性感知的中介效应。本研究不仅拓展了国潮品牌与文化品牌的研究范畴，还为国潮品牌营销管理者制定文化营销策略以有效利用和设计中国文化资源提供实践指导与启示。

The rise of the "China-chic" phenomenon is an inevitable outcome of cultural confidence and national identity in the new era. Based on cultural schema theory, this study systematically examines the influence of the typicality of Chinese cultural resources on consumers’attitudes toward China-chic brands and its underlying mechanisms. The results show that, compared with low-typical Chinese cultural resources, incorporating high-typical Chinese cultural resources into product design significantly enhances consumers’ attitudes toward China-chic brands. This effect is driven by the exhanced perception of the brand's cultural symbolism elicited by high-typicality cultural resources. Furthermore. this study reveals the moderating role of visual imagery. When abstract visual imagery is used to present Chinese cultural resources in China-chic products, the mediating effect of perceived cultural symbolism is weakened. This research not only extends the scope of studies on China-chic and cultural branding but also provides practical insights for China-chic brand managers in formulating cutural marketing strategies to leverage and design Chinese cultural resources effectively.