Perception Differences Study On Consumers To Domestic And Foreign Brands

"False foreign brand" and "cottage" posted "label" phenomenon after the media exposure has not been contained,but in all walks of life in our country flooded,the nature of the phenomenon is the consumer of domestic and imported brand perception differences,Research on Brand Country of Origin in the Study of Origin.In addition,with the international division of labor more and more refined and clear,the concept of product manufacturing countries gradually become more diversified,and the effect of product manufacturing countries on the consumer's influence is gradually weakened,and the brand source country is gradually increasing the impact of its Inspired emotions and associations to highlight more important values.At the same time,most of the current origin of the focus of the study is the source country,while ignoring the concept of the brand.China as a emerging economy,its local consumers than developed countries,consumers pay more attention to the brand.The country of origin of the brand has become a more effective tool for consumers to recognize and evaluate their products.Therefore,the Chinese origin of the brand origin of the country more practical value.Based on this,the focus of this paper is to reveal the nature of the brand "ocean" name phenomenon,and consumers for domestic and imported brand perception there are differences,to find the common characteristics behind it.On the basis of the related research of the system,this paper tries to find out the real problems behind the phenomenon,and combs the theoretical logic lines in detail.It realizes the pulse of the development of the domestic commodity,carries on the empirical research with the real brand collection,and explores the consumer's complete brand background Perceived patterns,and perceived differences and impact mechanisms of consumers on domestic and imported brands.Based on the theory of stereotyping,this paper based on the ability of brand perception,morality and intimacy,which is extended by the theory of brand intention dynamic framework,introduces the brand based on interpersonal attraction theory and interdependence theory The relationship between the quality of symbolic value,trust commitment,interdependence and intimate emotional four-dimensional model as a mediator variable,to build a consumer brand awareness conceptual model.At the same time,in order to further explore the impact of consumer brand evaluation indicators on brand awareness and choice,we constructed brand evaluation scale including six indicators,such as technology,prestige,craft,economy and quality and after-sales service.In order to study the accuracy and reliability of the conclusion,this paper collects two samples of consumers' research on domestic and imported mobile phone brand through online research,and uses the AMOS structural equation model to analyze the relevant data and conclude that consumers There are obvious differences in the perception of domestic and imported brands,the degree of moral perception of domestic brands is the greatest,the intimacy of imported brands has the greatest degree of influence,and the perception of domestic and imported brands has the least effect,and the domestic brand awareness The quality of brand relationship plays a part of mediating role in the conceptual model of domestic and imported brand perception,but it has a complete mediating effect on the trust commitment dimension of brand awareness in imported brand perception.The technical and technological indicators of brand evaluation Brand awareness and choice have played a significant negative role in the after-sales service indicators on the import brand awareness and selection are not significant.In addition,based on the research conclusion,the article systematically combs the mechanism of the origin of Chinese consumers' origin,and puts forward the double management enlightenment to the enterprise and the consumer in order to provide reference and guidance for the enterprise practice and the consumer shopping decision.