The Impact of Chinese Consumers’National-brand Consciousness on International Brand Consumption

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  • 中国人消費者の国産品意識が国際ブランド消費に与える影響
  • チュウゴクジン ショウヒシャ ノ コクサンヒン イシキ ガ コクサイ ブランド ショウヒ ニ アタエル エイキョウ

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This study adopts the concept “national-brand consciousness” also called consumer ethnocentrism, and investigates its impact on International brand consumption behavior in Chinese market. A between-subjects survey was conducted and 1,131 questionnaires were collected. Statistical analysis using AMOS software found that national-brand consciousness has significant positive effects on both Chinese brand evaluation and purchase intention. In contrast, national-brand consciousness has significant negative effects on both Japanese brand evaluation and purchase intention. However, Japanese brand evaluation has a stronger impact on purchase intention than Chinese model. Finally this paper discusses the research findings in terms of theoretical contributions, implications for practitioners, and limitations.

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