Comparative Research Of Domestic And Foreign Brand Image

The paper tries to find out the differences between domestic and foreign brand image while the product classification has three levels of technology content from high to low,by a 2×3 between-subject experiment. The subject is postgradutes of Xiamen University, total number is 187, 95 for mail and 92 for femail. One of the independent variables is the country of brand which has foreign and domestic two levels. The other is product classification which has three levels .In this paper the three kinds of products are represented by computer, refrigerator and athletic shoes seperatly .Dependent variable is brand image,which has three parts of company image, product image and user image.The results indicated that, generally, foreign brands and domestic brands which are selled in the mainland have obvious differences on company image, foreign brands are better than domestic, and product classification has no impact. On the product image, the country-of-brand effect is extremely remarkable, foreign brands always better than domestic, product classification has no impact. On the uesr image, country-of-brand effect is infulenced by product classification factor, that is extremely remarkable when the technology content of product is high and low,foreign brands are better. When the technology content of product is middle,the country-of-brand effect has no remarkable impact.