Consumer Perceptions of Brand Functions: An Empirical Study in China

摘要：

This article explores Chinese consumers perception of brand functions. The results show that brands accomplish various functions, such as recall of past experiences, quality and guarantee and identity and status. In particular, recall of past experiences is a brand function unique to Chinese consumers and has a positive impact on brand loyalty. The continuity of Chinese culture is suggested to explain this particularity.

关键词： brand functions recall of experiences chinese culture continuity

作者: XiaolingGUO Andy Wei HAO Xiaoyan SHANG

作者单位: Department of Marketing, School of Business University of International Business University of Inter Barney School of Business University of Hartford Hartford,Connecticut, USA Department of Marketing, School of Business University of International Business and Economics, Beij

会议类型: 国际会议

会议名称: 2010 IEEE International Conference on Advanced Management Science(2010年IEEE高级管理科学国际会 IEEE ICAMS 2010)

会议地点: 成都

会议语种:英文

页码: 632-636

在线出版日期: 2010-07-09（万方平台首次上网日期，不代表论文的发表时间）