Comprehensive Brand Effect: A Data of Automobile Brands

摘要：

　　Chinese Brands are large but not strong,and China lacks true global brands.Product,corporate,and country brand are all of crucial important to building Chinese global brands.A survey on Chinese consumers is conducted to examine their attitudes and purchase intentions toward five automobile products of five corporations which come from five countries.The results indicate that both product band and country brand positively affect corporate brand and the impact of product brand is stronger; the impact of product brand on purchase intention is significant but country brand has no direct influence on purchase intention; corporate brand firstly influences attitude and then affects purchase intention; the strongest impact on purchase intention is attitude toward corporate brand,then product brand and country brand.The paper further enriches the relevant theory of brand and provides managerial implications for building Chinese global brands.

关键词： product brand corporate brand country brand comprehensive brand effect automobile brand

作者: YANG Yi-weng XV Yan TU Jian-bo JI XUE-hong

作者单位: School of Economics and Management,North China University of Technology,Beijing 100144,China

会议类型: 国际会议

会议名称: 2015 Information Technology and Mechatronics Engineering Conference (ITOEC 2015)(2015信息技术与机电一体化国际会议)

会议地点: 重庆

会议语种:英文

页码: 42-48

在线出版日期: 2015-03-28（万方平台首次上网日期，不代表论文的发表时间）