TITLE

Content, Typical Characteristics and Strength of Local Brand Stereotype in Chinese Consumers

AUTHOR(S)
Jinping Liu; Yi Zhang; Lin Lan; Rui Zhang; Feifei Liu
PUB. DATE
January 2013
SOURCE
International Journal of Digital Content Technology & its Applic;Jan2013, Vol. 7 Issue 2, p412
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
For the purpose of revealing the contents, typical characteristics and strength, this paper makes use of Free Association method, K-B method and the Gardner method to investigate on the local brand stereotype. The first stage is the Free Association method, which gets an average of only 0.86 positive words and 9.43 negative words for local brand by speech analysis, and gets an average of 9.9 positive words and 0.71 negative words for foreign brands. The second stage is the K-B method, which gets 12 high-frequency words in line with local brand, and the other words are negative sense in addition to "affordable". It gets 16 high-frequency words in line with foreign brands, all words are positive. The third stage is the Gardner method, which selected 15 high-frequency words in line with local brand image and consistency more than 64%, and then it designed questionnaire through the 5-point scale, it finds all 15 adjectives what were significantly in line with local brand.
ACCESSION #
98893817

 

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