文献类型：期刊文献

中文题名：高涉入度产品品牌原产地认知水平研究——以中国手机品牌为例(英文)

作者：朱凌;潘煜;高丽

机构：[1]School of Business,East China University of Science and Technology,Shanghai 200237,P.R.China;[2]School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing 100876,P.R.China;[3]Shanghai International Studies University,Shanghai 200083,P.R.China;

年份：2012

期号：9

起止页码：107

中文期刊名：中国通信

外文期刊名：China Communications

基金：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. 2011RC044

语种：中文

摘要：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 BORAHI),investigate the factors facilitating BORAHI,and trace the implications of BORAHI 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 BORAHI is built.The paper concludes that:Chinese urban consumers have a fairly high BORAHI;better-educated consumers demonstrate higher BORAHI scores for foreign brands;male consumers have higher BORAHI scores than females consumers;consumers lower in ethnocentrism exhibit higher level of BORAHI for foreign brands,and ethnocentrism has no effect on BORAHI for local brands;international experience is not related to BORAHI 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.