A Study Of Brand Naming、Country Of Origin And Value Of Advertising Effect On Consumer Brand Attitude

Selecting a proper brand name is one of the most important marketing decisions for enterprises. Enterprises from developing countries usually facing the choice that choosing a westernization brand name or localization name, however, they don’t know how to make decisions. At the same time the behaviors of the consumers are affected by the country-of-origin image, the image of country affect the judgment of brand of business, the brand identification and purchase intention for the products from developing countries is lower than products from developed countries, so it is very important for business to think about how to use advertising marketing way to change the selectivity of consumer twist and what exactly culture value should be shake into advertisements to arouse the resonance of the consumers. Basing on this background, this article try to explore the effect of brand identification and purchase intention on different brand names, also the different effect by different culture value on brand identification and purchase intention of consumers, in order to help enterprise to carry out marketing strategy that will provide guidance significance.In the study, using the experimental method, making student sample as the research object, using SPSS16.0analysis software to analyze the data, carrying out descriptive statistics, reliability analysis, validity analysis, sample t-test, regression analysis and factor analysis of variance. The results show that:(1) The westernization brand name of foreign product can prompt consumers to produce higher brand identity and purchase intention, cultural values that are reflected in advertisements will produce positive significant effect on consumer brand recognition, but not produce a positive notable effect on consumer intention.(2) The brand name and country-of-origin will produce the interaction effects on consumer brand recognition and purchase intention, the western brand name of American products can obtain the supreme brand recognition and purchase intention; Cultural values and Country-of-origin will produce the interactive influence on consumers’brand recognition and purchase intention; The brand name, COO and culture value, these three factors make interaction effect on brand recognition and purchase intention.The results of the study extends the consumer behavior research and study of marketing mix by shedding light onto culture values of advertisements in influencing consumers brand attitude, outspread marketing mix and the scope of management, to fill in the blank of academic research at home and abroad, It is very important to promote the efficiency of the guide significance for enterprises from developing country to improve the marketing level and promote the marketing management.