文献类型：会议论文

英文题名：The Study on the Change of Consumers' Brand Recognition

作者：Chen, Liang[1];Hu, Minyue[1];Li, Xiaobei[1]

机构：[1]E China Univ Sci & Technol, Sch Business, Shanghai 200237, Peoples R China

会议论文集：International Conference on Logistics Engineering, Management and Computer Science (LEMCS)

会议日期：JUL 29-31, 2015

会议地点：Shenyang, PEOPLES R CHINA

语种：英文

外文关键词：Self-owned Brand; Brand Recognition; Change of Recognition; Affecting Factors; Process Model

摘要：Consumers' low-end recognition on Chinese brands largely hinders the leap from low-end to high-end. This study focuses on the change process and conditions of consumers' brand recognition and the article is a partial result. The grounded-theory is applied to analyze the affecting factors and the conditions in which original recognition changes, and ultimately the process model of recognition change is obtained. The model indicates that there are three cognitive states during the formation of the recognition, namely ignorance, acceptance and belief. According to the development of these three states, the paper also draws the affecting factors. To explore the recognition change process from a psychological perspective helps to master the consumers' brand recognition changing process in a real business environment.