文献类型：期刊文献

中文题名：Brand Origin Recognition Accuracy on High-Involved Products： Cellphone Brands in China as a Case

英文题名：Brand Origin Recognition Accuracy on High-Involved Products: Cellphone Brands in China as a Case

作者：Zhu Ling[1];Pan Yu[2];Gao Li[3]

机构：[1]E China Univ Sci & Technol, Sch Business, Shanghai 200237, Peoples R China;[2]Beijing Univ Posts & Telecommun, Sch Econ & Management, Beijing 100876, Peoples R China;[3]Shanghai Int Studies Univ, Shanghai 200083, Peoples R China

年份：2012

卷号：9

期号：9

起止页码：107

中文期刊名：China Communications

外文期刊名：CHINA COMMUNICATIONS

收录：CSTPCD;;Scopus;WOS:【SCI-EXPANDED(收录号:WOS:000309309300011)】；CSCD:【CSCD2011_2012】；

基金：This paper was supported by the National Basic Research Program of China under Grant No. 2012CB315805; the National Natural Science Foundation of China under Grants No. 71172135, No. 71201011; the Ministry of Education of the People's Republic of China under Grant No. 09YJC630074; the Fundamental Research Funds for the Central Universities under Grant No. 2011 RC044.

语种：英文

中文关键词：brand origin recognition accuracy; high-involved products; cellphones; China

外文关键词：brand origin recognition accuracy; high-involved products; cellphones; China

摘要：The competition anaong cellphone brands in the world is getting fiercer and fiercer in 3G era. This paper intends to examine the level of consumers＇ brand origin recognition accuracy of high-involved products （referred to hereafter as BORAx）, investigate the factors facilitating BORAHI, and trace the implications of BORAHHI on brand evaluation, especially in cellphone industry. The BORAHI is measured in China through cellphones as the product object and a consumers＇ cognitive model of BORAhn is built. The paper concludes that： Chinese urban consumers have a fairly high BORAHHI; better-educated consumers demonstrate higher BORAHHI scores for foreign brands; rmle consumers have higher BORAHI scores than fe-rrules consumers; consumers lower in ethnocen-trism exhibit higher level of BORAHI for foreign brands, and ethnocentrism has no effect on BO-RAHI for local brands; international experience is not related to BORAHI for local brands; internation-al experience is positively related to education and income respectively, but it is negatively related to age. This research finds that the consumer behavior in China, one of emerging markets, is significantly different from that in developed countries.
The competition among cellphone brands in the world is getting fiercer and fiercer in 3G era. This paper intends to examine the level of consumers' brand origin recognition accuracy of high-involved products (referred to hereafter as BORA(HI)), investigate the factors facilitating BORA(HI), and trace the implications of BORA(HI) on brand evaluation, especially in cellphone industry. The BORA(HI) is measured in China through cellphones as the product object and a consumers' cognitive model of BORA(HI) is built. The paper concludes that: Chinese urban consumers have a fairly high BORA(HI); better-educated consumers demonstrate higher BORA(HI) scores for foreign brands; male consumers have higher BORA(HI) scores than females consumers; consumers lower in ethnocentrism exhibit higher level of BORA(HI), for foreign brands, and ethnocentrism has no effect on BORA(HI) local brands; international experience is not related to BORA(HI) for local brands; international experience is positively related to education and income respectively, but it is negatively related to age. This research finds that the consumer behavior in China, one of emerging markets, is significantly different from that in developed countries.