National-brand consciousness, Brand Characteristics,and Consumers' Preference for Indigenous Brands
Zhuang Guijun, Zhou Nan and Zhou Lianxi
Taking university students as specimens, by survey of their national-brand consciousness, and by statistical analyses of the brand characteristics of seven kinds of goods and analyses of their attitudes to the said goods and of the number of the said goods they have bought, we have, in this paper, examined the impact of the national-brand consciousness and of brand features upon consumers' inclination for local brands, and the impact of national-brand consciousness and consumers' partiality towards native brands upon the purchase of home-grown products. We have concluded that, other things being equal, the higher the relative famousness and quality and price of indigenous brands, the more consumers prefer local brands; that hereafter the more consumers buy indigenous brands; and that, however, the national-brand consciousness has neither direct nor indirect obvious effect on consumers' buying native brands. Finally, we have discussed the result of our study, and pointed out its theoretical contribution, application, limitations and the direction for future studies.