Research On The Influence Of Imported And Domestic Products Of Same Brand Origin On Consumer Brand Attitude

The research on the country of origin effect(COE)has evolved with the times.Since the1960 s,the existence of the country of origin effect was first confirmed.With the acceleration of economic globalization,many multinational companies have established factories overseas so as to save costs,mutual benefit resources,and expand markets.The research dimensions of the country of origin have also changed from single to mixed,and combined with national economic,cultural and other factors.In China,more factories are starting to make products of overseas brands.With the increasing opening to the outside world,more Chinese consumers can buy products of the same brand and produced in different countries in the market.With the continuous improvement of the income level of the Chinese people,there are more opportunities to study and travel abroad,and overseas purchasing agents have also become a trend.People no longer simply consider their practicality when buying products.When consumers choose products,they not only care about product quality,but also pay more attention to the meaning of products.On count of the view of brand association,this thesis divides products according to the degree of regional cultural characteristics contained in brand association,and studies the changes in consumer brand attitudes when the same brand is imported and domestically produced,so as to provide reference for multinational companies to build factories overseas and Chinese companies to carry out international marketing overseas.The article selects Mustang,which has a high degree of regional cultural characteristics in the U.S.,and Tesla,which has a low degree of regional cultural characteristics in the U.S.,as the research objects,and takes the consistency between the COO(country of origin)and the COM(country of manufacture)as the independent variable,and the degree of regional cultural characteristics contained in the brand association as the moderator variable,and uses different research method such as literature research,questionnaire survey,and data analysis.According to the research conclusion,the degree of regional cultural characteristics contained in brand associations interacts with the consistency of the COO and the COM.For American brand products produced in the U.S.,consumers have a more positive brand attitude.For products with high American regional cultural characteristics,Chinese consumers are more likely to purchase those made in the U.S,while for products with low American regional cultural characteristics,Chinese consumers prefer those made in China.