| According to the well-known brand, country-of-origin of brand, product manufacturing country, consumer's attitudes and other related theoretical literature, and combined with the characteristics of the apparel industry, this article establish a conceptual framework that dealt with the relationship among country-of-origin of brand and product manufacturing country on consumer's brand awareness, brand evaluation and purchase intention, and put forward relevant assumptions. This study tests the differences on consumer's attitudes among these four cases: the well-known clothing brands of developed countries were manufactured at home, in other developed countries and in the least developed countries; as well as well-known clothing brands of the least developed countries were manufactured at home, by open-ended interviews and by survey approach. Adopteding the SPSS statistic software for data analysis, this research find out the impact on the country-of-origin and product manufacturing country of Well-known clothing brand to the consumer's attitudes, and also analysis the adjustment effect of brand attention and demographic variables.After the assumptions are verified one by one, the main conclusions of the study work out as follows: (1) well-known clothing brands from different countries-of-origin and manufacturing countries influence consumer's attitudes differently; (2) compared to product manufacturing country, consumers pay more attention to country-of-origin, and which currently is a more important factor in consumer's choice; (3) There is a positive correlation between the consumer's brand awareness with brand evaluation, and they both influence consumer's purchase intention; (4) The subjects's gender and educational level have an impact on consumer's attitudes of the well-known clothing brands in different countries-of-origin and manufacturing countries. On the contrary, their age have a certain influence only on consumer's purchase intention. |
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