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The competition among cellphone brands in the world is getting fiercer and fiercer in 3G era.This paper intends to examine the level of consumers’ brand origin recognition accuracy of high-involved products (referred to hereafter as BORAHI),investigate the factors facilitating BORAHI,and trace the implications of BORAHI on brand evaluation,especially in cellphone industry.The BORAHI is measured in China through cellphones as the product object and a consumers’ cognitive model of BORAHI is built.The paper concludes that:Chinese urban consumers have a fairly high BORAHI;better-educated consumers demonstrate higher BORAHI scores for foreign brands;male consumers have higher BORAHI scores than females consumers;consumers lower in ethnocentrism exhibit higher level of BORAHI for foreign brands,and ethnocentrism has no effect on BORAHI for local brands;international experience is not related to BORAHI for local brands;international experience is positively related to education and income respectively,but it is negatively related to age.This research finds that the consumer behavior in China,one of emerging markets,is significantly different from that in developed countries.
The competition among cellphone brands in the world is getting fiercer and fiercer in 3G era. This paper intends to examine the level of consumers’ brand origin recognition accuracy of high-concerned products (referred to hereafter as as BORAHI), investigate the factors facilitating BORAHI, and trace the implications of BORAHI on brand evaluation, especially in cellphone industry. BORAHI is measured in China through cellphones as the product object and a consumers’ cognitive model of BORAHI is built. The paper concludes that: Chinese urban consumers have a fairly high BORAHI; better-educated consumers demonstrated higher BORAHI scores for foreign brands; male consumers have higher BORAHI scores than females consumers; consumers lower in ethnocentrism exhibit higher level of BORAHI for foreign brands, and ethnocentrism has no effect on BORAHI for local brands; international experience is not related to BORAHI for local brands; international experience is positively related to education and income res pectively, but it is negatively related to age. This research finds that the consumer behavior in China, one of emerging markets, is significantly different from that in developing countries.