Comprehensive Brand Effect: A Data of Automobile Brands

DOI

10.2991/itoec-15.2015.10How to use a DOI?

Keywords

product brand; corporate brand; country brand; comprehensive brand effect; automobile brand

Abstract

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.

Copyright

© 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/).

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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  -