Empirical Research On Country-of-Origin Effect On Clothing Brand

According to the existing theory of country-of-origin effect and the characteristics of garment industry,this article establish a conceptual framework that dealt with the relationship between image of country-of-origin and consumer's attitudes,and put forward relevant assumptions. This study tests the consumer's attitude to the clothing brand that from six different countrys such as the United States, France, Britain, Japan, South Korea and China by survey approach. Adopteding the SPSS statistic software for data analysis, this research find out the relationship between image of country-of-origin and consumer's product beliefs and brand attitude, and also analysis the adjustment effect of product knowledge and demographic variables.After the assumptions are verified one by one, the main conclusions of the study work out as follows: 1. The country-of-origin effect exists in garment industry. There is a positive correlation between the image of the country-of-origin and the consumer's products faith, as well as consumer's brand attitudes. 2. The results revealed that the influence of image of country-of-origin which includes national identity, stereotype images of brand, country's development degree and fashion guide power was significant to consumers'product beliefs. 3. Two dimensions of the image of country-of-origin such as stereotype images of brand and national identity have a significant impact on consumers'brand attitudes. However, the other two dimensions as country's development degree and fashion guide power have on significant impact. 4. There is a positive correlation between the consumers'product beliefs and brand attitudes, as well as buying intention. At the same time, the consumers'brand attitude and willingness to purchase also have a positive correlation. 5. Respondents with different product or brands knowledge were expected to perform differently. 6. The subjects's sex and educational level have an impact on country-of-origin effect. On the contrary, their age does not affect the country-of-origin effect.