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Current Attitude of Chinese Consumers to and how to Alter It

Song Yonggao, Shui Changqing  
This paper bases on the consumers' attitude will decide the locus of a brand, and the consumers' attitude to a brand depends on their evaluation of the brand's quality. The article first analyzes what attitude means and why it is so important, then puts forward three hypotheses: international brand's perceived quality superior to our country's famous brand, Haier's brand internationaligation makes domestic consumers believe that Haier's product quality is as good as that ofthe multi-national corporations', and the haier products' perceived quality is better than that of other domestic brands. The results demonstrate that these hypothesis are true. Their policy meaning is that branding internationally is an effective weapon to alter the domestic consumers' attitude to national brands, hence to improve their competitive ability.
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