The Study on the Change of Consumers’ Brand Recognition

DOI

10.2991/lemcs-15.2015.288How to use a DOI?

Keywords

Self-owned Brand; Brand Recognition; Change of Recognition; Affecting Factors; Process Model

Abstract

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.

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  - 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  -