Research On Perception Of Clothing Brand Image Based On Country Of Origin Effect

With the development of economic globalization,consumers are exposed to more foreign products than ever before.If companies want to occupy a favorable position in the increasingly competitive market,it is particularly important for them to understand the evaluation of young consumers on domestic and foreign brands.Since 1960s,the research on the country of origin effect has been a hot topic for marketers.Most of the existing researches focused on direct influences of country of origin effect on consumers' purchasing behaviors,but the research about impact of the country of origin on the brand image perception evaluation is not sufficient.On the one hand,clothing is a highly sensual product,and its brand image has a great influence on consumers' perception and purchase intention.On the other hand,previous research results showed that consumers are more willing to buy clothing from developed country brands than local brands.In recent years,Chinese clothing brands have been greatly improved.What new trends does the country of origin effect show,we need to discuss in depth.After reviewing the relevant literature,we used brand popularity as moderator,selected 12 clothing brands from Chinese,European and American.Combining with the characteristics of clothing products,we divided the brand image into five dimensions to research.Comparing consumers' perceptual evaluation on Chinese,European and American clothing brand of different popularity through questionnaire surveys and ERP experiment.The results show that:(1)The country of clothing brand has a significant impact on perceptual evaluation of brand image,the evaluations are higher on brands in terms of favorability,design quality,price image and attitude from Europe and America than those on the same well-known brands from China.(2)There is no difference in consumers' product quality perceptual evaluation between Chinese brands and foreign ones;(3)Brand popularity has a mediating effect on perceptual evaluation of brand image;(4)When making perceptual evaluation,there is an obvious imbalance in brain distribution of attention,and a trend of brain lateralization;(5)There are no significant differences between N1 and P2 components induced by brand stimuli from different countries.However,in the late decision-making process of designing quality perception evaluation,there is a significant difference in the components of P300 induced by brand stimuli,the amplitudes induced by European and American brands are higher than those induced by Chinese brands.