Effect Research Of Country Image And Brand Image On Product Evaluation

21st century world is a globalized world. In many respects the international border has been almost completely broken.90s of last century, economic globalization has already arrived. Unknowingly, human being has been living in the integrated international economic structure. The rapid development of science and technology, especially information technology not only to make the world more and more flat, more to make the business activities between countries become more efficient and convenient. Therefore, consumers in every corner of the world are facing unprecedented consumption situation. Under the original geographical segments, markets of different countries were independent and different. But they have the same operating mechanism, with the same circulation of goods. Suddenly, the consumers found that their side is full of different brands from various countries. And these products cannot be accurately distinguished just from their appearance, performance, quality, etc. They have more consumption choice, but have to face more decision making. For the enterprises from various countries, product evaluations have become very important in the white-hot competition. The flow of capital to pursue efficiency, made the international division of work becomes more natural. Even origin can not convince consumers to believe the real source of products. "Hybrid" products have exacerbated the complexity and volatility of consumer product evaluation. Every enterprise hope that their target customer groups will their votes cast currency, and this is the only way to survival and development for them. So the western scholars of marketing and management practitioners are constantly looking for the source and impact factors of consumer product evaluation. Some scholars noted that the country of origin image and product brand image is the key impact of consumer products evaluation. From different perspectives of the social sciences, they observe, test and investigate the characteristics, role and effect of country of origin image and brand image by a variety of mathematical statistics. At the same time, other scholars found that the impacts of external stimulus are different when different consumers face the same product or different consumers face the same product. They use the product FCB attributes to explain the different situation of product. And they take advantage of the related concept of patriotism as a way to distinguish consumers.This paper reviews and analyzes the current theoretical literature of national image, brand image, patriotism, product evaluation and product FCB attributes. And the author of this paper has made corresponding identification, segmentation and comb in all theory branches and research results. When consumers evaluate the product, they often use country image as a reference, with all the psychological effects of a variety of product country of origin. Similarly, the brand is an important effect factor of consumer product evaluation. Brand attitude, brand value constitutes brand equity based on consumers. They profoundly affect the purchaser's product evaluation, purchase intention and other psychology and behavior. Moreover, different types of products to be chosed by consumers, they have different characteristics. Consumers will take actions in the light of the extent of products' involvement and rational/ emotional level. Even faced with the same purchase scenario, consumers will have different responses because of their different demographic variables. Especially, when there are differences in the degree of consumer patriotism, the product evaluation results may be very different.After sorting through and sum up, the author found that the literature rarely take national image, brand image and product evaluation to be considered within the framework of the same model. So a new model was developed. In this one, the country image and brand image is independent variable of the product evaluation. Also, this model includes the correlation of national image and brand image. Meanwhile, this paper also extends previous theory, take the patriotism and product FCB attributes as disturbance variables. To see if country image effect and brand image effect has different results in the consumer product evaluations because of the strength of their own patriotism and product FCB attributes are different.After several surveys, the author has collected first-hand information about consumer product evaluation in complex situations on hundreds of samples. Then, the author applies mathematical statistics theory of exploratory factor analysis, variance analysis and structural equation model analysis. Later by using computer software SPSS 13.0 and AMOS7.0, the author computes the collected data. Model test results shows product's country image has a positive influence on the consumer products evaluation. The brand image of products has a positive influence on the consumer products evaluation, too. And between the product's country image and brand image exists mutual influence. Meanwhile, although Chinese consumers have different patriotic feelings, but it does not affect the country image and brand image effect. Even it does not affect product evaluation. Product FCB attributes are really interfering with the brand effects, but it does not interfere with effects of country image. Products are low involvement/feeling, consumers evaluate products according to their brand, country image will not be taken into consider. Products are high involvement/feeling, the national image and brand image exerts the same influence on consumer decision-making and value perception. Products are rational, regardless of the level of involvement degree, country image and brand image all are very important but brand image exerts more influence on consumer decision-making and perception than country image. At last, under the theoretical background of national marketing and mega marketing, this paper put forward some suggestions for management practices of enterprise and government.