Asymmetric effects of brand origin confusion: Evidence from the emerging market of China
作者： Guijun Zhuang , Xuehua Wang , Lianxi Zhou , Nan Zhou
DOI: 10.1108/02651330810887486
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摘要: Purpose – The purpose of this study investigates the asymmetric effects brand origin confusion (BOC) on consumer preference and purchase local versus foreign brands in China. Drawing general country‐of‐origin (COO) literature recent developments brand‐origin studies emerging market phenomenon globally, it proposes test a model BOC This intends to help explain from new angle decreasing competitiveness markets, such as China.Design/methodology/approach pretest nationally distributed across seven product categories resulted final set 67 brands: 35 32 local. Four hundred respondents evaluated measures related origin, awareness, value, preference, purchases previous six months. Hierarchical regression analysis was used data analysis.Fi...
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