The Relationship Between Country Image And Consumer Brand Attitude

With the era of economic globalization, international trade become more frequent and convenient, we can buy products of various countries without going abroad. Since then, Many scholars home and abroad have proved that country image effect consumer attitude and the affect vary with different type of products and countries. But most of their research focus on foreign countries and foreign product, merely on Chinese.In this context, the paper, taking Shanghai and Guangzhou MBA students as specimens and Gree and as stimulus, surveyed the consumers'attitude to China and Japan,and the relationship between these two country images and product attitude. And then introduced the value of cosmopolitism, aims to analyze whether the level of cosmopolitanism would affect the relationship between county image and the consumer attitudes.This thesis explored methods of theoretical research and questionnaire study; the data was analyzed by SPSS 16.0,including descriptive statistical analysis, reliability testing, factor analysis, independent sample T-test, ANOVA and so on. The conclusion shows:Firstly, the country's image can be divided into four dimensions, namely, ill-considered,and higher quality suitors, high prices suitors and identity suitors;Secondly, consumer attitudes (consumers purchase intentions and brand preferences) are significantly different between different level of country image. Among them, purchase intention has significant differences in all dimensions of country image, but brand preference does not;Thirdly, there is a positive correlation between country image and purchase intention;Fourthly, the value cosmopolitism does not affect the relationship between country image and consumer attitudes。...