A Study Of Consumers' Band Attitude To Local Automobile's Brand

With the continued and rapid growth of Chinese economy, automobile industry grows rapidly and the scale of market is expanding constantly in the new century. Main automobile brands of the world pay more attention to the development to the Chinese market, some of them strengthen the export and others expand the joint-venture producing. The quantity of auto brands in Chinese market increases sharply which makes the consumers difficult to follow. And at the meantime, there are also many local auto brands. So, what about consumers' attitude toward local auto brands in this situation?By review a lot of relative literatures, we find brand awareness, brand quality and brand personality affect the brand attitude. And Chinese automobile market is going through a very special stage. At first there are few auto brands but hundreds brands now, which makes consumers' decisions more difficult than before. According to the previous international research conclusions, consumers will choose country-of-origin of brand as the important decision clues. So do brand awareness, brand quality and brand personality affect customers' attitude toward local auto brand? If yes, how's about the influence? Whether the affection will be interfere by the affection of country-of-origin? Those questions are what we will resolve in this dissertation.In this dissertation, the exploring empirical research method is used to discover influencing mechanism of brand awareness, brand quality and brand personality on brand attitude in Chinese automobile markets. First of all, the paper reviews the relative literatures. Further, the research model is presented, as well as research hypotheses. Then , questionnaire survey is conducted, which is formed from extant scales of relevant researches. Finally, correlate analysis is used. The result shows that the country-of-origin interfere the effect, which brand awareness, brand quality and brand personality cause on brand attitude. The research limitation and agenda are also presented in the end. The academic contribution of this dissertation is: 1) Demonstrating effects of brand awareness, brand quality and brand personality on brand attitude from both cognitive and affective side. 2) Demonstrating country-of-origin will interfere the form of brand attitude.