Full-Text Search:
Home|About CNKI|User Service|中文
Add to Favorite Get Latest Update

The Impact of the Melamine Event on National-brand Consciousness and Local Brand Attitude of Chinese Consumers

WANG Peng,ZHUANG Gui-jun,PENG Qian(School of Management,Xi'an Jiaotong University,Xi'an 710049,China)  
There are a host of researches on the consequeces of consumer ethnocentrism(National-brand consciousness),but few researches focus on the relevent antecedens.Based on the literature of consumer ethnocentrism,taking the Melamine Event as the antecedent,this paper investigates the impact of the Melamine Event on Chinese consumers' national-brand consciousness and local brand attitude by conducting an experiment.We have finished a survey and collected 614 questionnaires.After the statistics with SPSS software,we found that the Melamine Event had no significant effect on Chinese consumers' national-brand consciousness but had some negative effects on local brand attitude.
Download(CAJ format) Download(PDF format)
CAJViewer7.0 supports all the CNKI file formats; AdobeReader only supports the PDF format.
©CNKI All Rights Reserved