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How Chinese Face Perception Influences Consumer’s Implicit and Explicit Attitude towards Brand Country of Origin

Author(s): Zhuomin Shi | Linlin Wen | Lijie Fan

Journal: International Journal of Business and Management
ISSN 1833-3850

Volume: 7;
Issue: 5;
Date: 2012;
Original page

Chinese people pay much attention to their faces. Face plays a very important role in Chinese daily life. Chinesepeople usually do kinds of Face Works in order to earn face, enhance face, or save face. Face work influencesconsumer’s attitude toward brand country of origin (BCO) in China market. What’s more, face work makes itdifferent between implicit and explicit attitudes towards a certain brand. Although existing literatures haveverified some factors that affect implicit and explicit attitudes towards BCO, few research study the effect offace perception on BCO. The study uses both questionnaire and IAT technique to measure the effect of faceperception on the implicit and explicit attitudes toward BCO. Results showed that: (1) consumers with high faceperception have a more positive explicit attitude toward Japanese /American brands, and (2) face perceptionmoderates the relationship between implicit and explicit attitudes towards BCO.
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