The Study Of Country Of Origin Image Impact On Consumers' Brand Loyalty

With the rapid development of China's economy in recent years,China is playing an increasingly important role.From a macro perspective,China's economic growth has contributed more than 30% to the global economy.And look from microcosmic,consumer chooses foreign goods,foreign consumer chooses Chinese goods more and more convenient.In the Chinese market,with the influx of foreign goods,although increased consumer choice,but the information asymmetry between buyers and sellers on the market,consumers limited cognitive ability,information searching ability,high uncertain choice of time cost,eventually lead to the choices and decisions will inevitably face greater risks and difficulties.The scholar based on the theory of clues found that,when consumers face multiple and complicated choices,they tend to evaluate them according to the internal and external cues of the products.However,compared with internal clues,external clues Access to simple,easy to assess,but this time the origin of the product image and price,brand name,as one of the important external clues to its product evaluation and purchase behavior will have a significant impact.Subsequent Scholars through empirical studies also found that in the case of an uncertain objective buying situation,consumers will regard the cues of external products such as the brand and the image of the origin as an important signal affecting their purchase intention,and No matter how familiar they are with the product.After decades of development,foreign scholars have made fruitful research on the country of origin image However,Chinese scholars did not start research in this field until 2000,and most researches focused on consumers' willingness to buy(purchase possibility)As well as how to reverse the negative image of China's origin and so on.However,with the improvement of China's economic development and technological innovation,more and more consumers are beginning to buy Chinese branded products.However,compared with developed countries,the current image of China's origin is still relatively low,so how to further promote consumption In the future continue to buy their own brand that is formed on the brand loyalty of Chinese products need in-depth study.Therefore,based on the research results of predecessors,taking the German and Chinese brand cars in the Chinese market as an example,this study constructs the brand attitude and consumer ethnocentrism as mediating and adjusting variables respectively The Relationship Model of the Influence of Country-of-Origin Image on Consumer Brand Loyalty.Using the method of quantitative analysis and qualitative analysis,draws the following main conclusions:(1)Consumers have different Country-of-Origin Image perception in different countries.The overall average of the image of the country of origin in Germany is significantly higher than that of China,but among the four dimensions of the image of the country of origin,the mean of the cultural image in the image of the country of origin is significantly higher than that in Germany.(2)Overall,the Country-of-Origin Image and its four dimensions have a significant positive impact on brand attitude and brand loyalty,but there are significant differences in the degree of influence.For China,the cultural image of the image of origin has the greatest influence on brand attitude and brand loyalty,while the effectof political economy on brand attitude and brand loyalty is not significant.In Germany's case,the image of politics The economic image dimension has the greatest impact on consumer brand attitude,product image dimension has the greatest impact on brand loyalty,and the other three dimensions have a significant positive impact on brand attitude and brand loyalty.(3)Brand attitudes have a significant positive impact on brand loyalty,but brand attitudes have a greater impact on brand loyalty than car brands originating in China have a greater impact on brand loyalty than cars originating from German brands.(4)Generally speaking,brand attitude plays an intermediary role between the image of origin and brand loyalty,but there are some differences in the types of intermediary role.For China,the brand attitude plays a partial intermediary role between the cultural image,the product image and the brand loyalty,while it completely mediates between the consumer image and the brand loyalty,and does not exist between the political and economic image and the brand loyalty Intermediary role;in Germany,the brand attitude in the political and economic image,cultural image,consumer image and brand loyalty between the intermediary part of the intermediary between the product image and brand loyalty play a complete intermediary role.(5)The regulating effect of Consumer Ethnocentrism Tendency between Country-of-Origin Image and brand loyalty have apparent different for Chinese and German.In terms of Chinese,the Consumer Ethnocentrism Tendency plays a positive regulate effect between political and economic image,culture image,product image,customers image and brand loyalty;In terms of German,the Consumer Ethnocentrism Tendency plays a positive regulate effect between political and economic image,culture image,customers image and brand loyalty,it does not play any regulate effect between product image and brand loyalty.Based on the research conclusion,this study proposes the following Suggestions.First,from the perspective of building China's indigenous brand image.First,comprehensively develop the political economy,science and technology and education,and promote the level of market and technological innovation in China.Second,we should strengthen supervision over product quality and improve the product image of independent brands.Second,from the promotion of China's indigenous brand origin image.First,through various forms of international cultural exchanges to promote the origin image of independent brands;Second,to build an international strategic alliance to avoid the negative image of origin.Finally,from Chinese enterprises to local and transnational marketing.First,in local marketing,we should appropriately mobilize consumers' patriotism;Second,use the international division of labor to appropriately change the brand attitude of consumers.