2015 | OriginalPaper | Buchkapitel
The Effect of the Foreign Brand on Consumer Perception
verfasst von : Trang Phuc Tran, Robert O. Fabrize
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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The paper investigates how product ratings affect the relationship between brand names and consumer perception which is measured by brand attitude, purchase intention, advertisement feeling, and advertisement attitude. The results show that the national brand elicits more positive consumer perception than does the foreign brand. The findings suggest that product attribute information moderates the relationship between brand names and consumer perception.