The Effect Of Country-of-Origin、Advertising Appeal And Price On Consumers’ Brand Attitude

There are many scholars have studied the effect of origin,and the effect on consumers will have influence on brand attitude.This influence that allows consumers like and buy branded products.Advertising appeal also can change cosumers attitude on brand, When the country of origin image, advertising appeals and price are not the same way, Consumer’s brand attitudes, what will become of it? In order to study the above problems, this paper will study the relevant literatures on country of origin effect, price, advertising appeal and consmers brand attitudes and relevant literatures are overviewed, and all the elements of my paper and the logical relationship between the various elements are clad fled further. Secondly, the concept model has been constructed based on the review of literature in this paper, in order to verify the model and hypotheses proposed in my paper, we adopt the empirical research method, collecting first-hand data by questionnaire, and analyzing the sample data by IBM SPSS Statistics 22.0 software.Finally, we have the result:the effect of origin,price and advertising,all of the elements can change the consmers brand attitudes. So, according to the result of analysis, we put forward specific proposals, providing the reference for the enterprise and government decision-making, and put forward the problems and prospects of the research.