| Summary: | 碩士 === 國立屏東商業技術學院 === 國際企業所 === 98 === With country of origin (i.e., USA, Japan, Taiwan, and China) in mind, the main purpose of the present study was to ascertain the effect of differentiation, brand knowledge, and localization on Chinese consumers’ brand preferences. MANOVA, ANCOVA, and virtual regression analysis were executed to examine the effects of differentiation, brand knowledge, and localization on Chinese consumers’ brand choices. Originally, 348 subjects joined the survey research with online-questionnaire. Forty-four surveys were eliminated because of unfinished test items. Eventually, 304 subject responses were employed for further data analyses. The important findings were:
(1) significant positive effects of differentiation, brand knowledge, and localization were confirmed on consumers’ brand preferences; (2) no significant differentiation by country of brand origin interaction effect was found on consumers’ brand preferences. Moreover, Chinese consumers had greater use of products made in China than their USA, Japan, or Taiwan counterparts; (3) significant brand knowledge by country of brand origin interaction effect was explored on consumers’ brand preferences. Particularly, Chinese consumers preferred using products image made in the USA or Japan; however, such differences were not found between Taiwan and China; (4) no significant impact on localization by countries of brand origin interaction effect was found on consumers’ brand preferences.
In the managerial implications, compared the brand between China and Taiwan, there was no evidence that Taiwan brands on differentiation, brand knowledge and localization has a positive significant impact on Chinese consumers’ brand preference. Therefore, this result suggests that the Taiwan brands should to develop on brand knowledge, and strive to enhance brand image and brand awareness. Because, brand knowledge were less influence by the countries of origin and impact the choice of Chinese consumers’ brand preferences.
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