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Comparative Research of Domestic and Foreign Brand Image

Author: SuFan
Tutor: HuangHeShui
School: Xiamen University
Course: Communication
Keywords: Brand image Product Category Country of Origin Effect
CLC: F273.2
Type: Master's thesis
Year: 2007
Downloads: 339
Quote: 2
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In this study, by a 2 × 3 two factors subjects experiment to explore the scientific and technological content of different products between domestic and foreign brand image differences . The experimental Xiamen University Kenichi Kenji students , a total of 187 people, 95 boys and 92 girls . Another independent variable product category has three levels , namely high , medium and low three different technology content of product categories in the experiments were used to computers, refrigerators and sneakers since the variable one brand sources of state-owned domestic and international levels; to represent . Variables include the three parts of the corporate image , product image and user image of 29 measuring dimensions . The research results show that the domestic brands and foreign brands sold in the mainland part of the differences in corporate image significantly better than the domestic brands , foreign brands , brand the country of origin effect from the product category factors . Significant brand in the product image of the country of origin effect , consumers are generally higher evaluation of foreign brands , product categories had no significant effect . The country of origin effect in the the users image of some brands by product category factors , brand image at home and abroad under the conditions of high scientific and technological content of products and low differences were significant over domestic and foreign ; country of origin when the scientific and technological content of products is moderate brand effect not significant.

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CLC: > Economic > Economic planning and management > Enterprise economy > Production management > Product Management
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