Comprehensive Brand Effect: A Data of Automobile Brands
- 10.2991/itoec-15.2015.10How to use a DOI?
- product brand; corporate brand; country brand; comprehensive brand effect; automobile brand
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.
- © 2015, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Yiweng Yang AU - Yan Xv AU - Jianbo Tu AU - Xuehong Ji PY - 2015/03 DA - 2015/03 TI - Comprehensive Brand Effect: A Data of Automobile Brands BT - Proceedings of the 2015 Information Technology and Mechatronics Engineering Conference PB - Atlantis Press SP - 42 EP - 48 SN - 2352-538X UR - https://doi.org/10.2991/itoec-15.2015.10 DO - 10.2991/itoec-15.2015.10 ID - Yang2015/03 ER -