Brand Origin Recognition Accuracy on High-Involved Products: Cellphone Brands in China as a Case

作者：Zhu Ling^*; Pan Yu; Gao Li

来源：China Communications, 2012, 9(9): 107-122.

• brand origin recognition accuracy
• high-involved products
• cellphones
• China

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 BORA(HI)), investigate the factors facilitating BORA(HI), and trace the implications of BORA(HI) on brand evaluation, especially in cellphone industry. The BORA(HI) is measured in China through cellphones as the product object and a consumers' cognitive model of BORA(HI) is built. The paper concludes that: Chinese urban consumers have a fairly high BORA(HI); better-educated consumers demonstrate higher BORA(HI) scores for foreign brands; male consumers have higher BORA(HI) scores than females consumers; consumers lower in ethnocentrism exhibit higher level of BORA(HI), for foreign brands, and ethnocentrism has no effect on BORA(HI) local brands; international experience is not related to BORA(HI) 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.

• 出版日期2012-9
• 单位北京邮电大学; 华东理工大学; 上海外国语大学