As technology develops, the gaps between various products are getting narrower and narrower. Consequently, the present-day society is full of competition of brands. Competition without brands is powerless, commodities without brands supporting them ar...
As technology develops, the gaps between various products are getting narrower and narrower. Consequently, the present-day society is full of competition of brands. Competition without brands is powerless, commodities without brands supporting them are vulnerable commodities, and markets without brands as their foundation cannot be called "occupied markets". As a result, numerous business circles and investors have all realized that "brands" are the most precious assets of enterprises.
In comparison with previous times, present Chinese consumers attach great importance to brands. In the 1970s and 1980s, Chinese consumers paid more attention to price and quality. However, according to a recently conducted investigation, external elements such as brands and design are gradually becoming major factors. This indicates that consumers in the present-day society seek personality more than a certain brand and conduct multifarious purchases. Particularly, Chinese consumers prefer foreign brands to local brands. Even if foreign and Chinese local brands are of similar quality while the prices of products of foreign brands are several times higher than that of Chinese local brands, foreign brands still sell well. Thus it can be seen that brands are of great importance to Chinese consumers’purchasing behavior. From this perspective, this research has provided marketers with implication and future development guidance.
There are lots of researches into brand attitude, but among these researches, there are not many researches into image dimension, one of the influencing factors for brand attitude. Consequently, this research puts forward the variables that influence brand attitude: image and attitude toward the ad. It also puts forward the outcome variables for brand attitude: purchase intention. In addition, this research also identifies a moderating role of leader brand or follower brand in the links between image dimension, attitude toward the ad and brand attitude.
The purpose of this study is to investigate the effect of image and attitude toward the ad on brand attitude, and the investigate the moderating role of leader brand or follower brand. For these purposes, the authors have developed hypotheses as follows:
H1: The country image is positively associated with brand attitude.
H2: The corporate image is positively associated with brand attitude.
H3: The brand image is positively associated with brand attitude.
H4: The attitude toward the ad is positively associated with brand attitude.
H5: The brand attitude is positively associated with purchase intention.
H6: The effect of country image on brand attitude is moderated by leader brand or follower brand.
H7: The effect of corporate image on brand attitude is moderated by leader brand or follower brand.
H8: The effect of brand image on brand attitude is moderated by leader brand or follower brand.
H9: The effect of attitude toward the ad on brand attitude is moderated by leader brand or follower brand.
We surveyed 340 Chinese consumers who did not purchase Canon digital cameras or Samsung digital cameras in Beijing. The data was complied from 340 questionnaires. 350 questionnaires were collected, but some of the data was considered unsuitable and inappropriate. As the capital city as well as political and cultural center of China, Beijing is representative and that’s why investigation is conducted in Beijing. It was carried out between Jan 9 and Jan 15, 2012. The data was analyzed by frequency analysis using SPSS 18.0 and Structural Equation Modeling using LISREL 8.7. The result of the overall model analysis is as follows:
The results of the study show that country image did not have impact on brand attitude, corporate image had impact on brand attitude, brand image had impact on brand attitude, attitude toward the ad had impact on brand attitude. Also, brand attitude had impact on purchase intention. Finally, the effect of country image, corporate image brand image and attitude toward the ad is mediated by leader brand or follower brand.
Based on the results of the present study, various theoretical and practical implications are proposed. In addition, limitations of current study are also discussed. The present concludes with proposing directions for future study.
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