The Study on the Change of Consumers’ Brand Recognition
- 10.2991/lemcs-15.2015.288How to use a DOI?
- Self-owned Brand; Brand Recognition; Change of Recognition; Affecting Factors; Process Model
Consumers’ low-end recognition on Chinese brands largely hinders the leap from low-end to high-end. This study focuses on the change process and conditions of consumers’ brand recognition and the article is a partial result. The grounded-theory is applied to analyze the affecting factors and the conditions in which original recognition changes, and ultimately the process model of recognition change is obtained. The model indicates that there are three cognitive states during the formation of the recognition, namely ignorance, acceptance and belief. According to the development of these three states, the paper also draws the affecting factors. To explore the recognition change process from a psychological perspective helps to master the consumers’ brand recognition changing process in a real business environment.
- © 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 - Liang Chen AU - Minyue Hu AU - Xiaobei Li PY - 2015/07 DA - 2015/07 TI - The Study on the Change of Consumers’ Brand Recognition BT - Proceedings of the International Conference on Logistics, Engineering, Management and Computer Science PB - Atlantis Press SP - 1450 EP - 1454 SN - 1951-6851 UR - https://doi.org/10.2991/lemcs-15.2015.288 DO - 10.2991/lemcs-15.2015.288 ID - Chen2015/07 ER -