Brand Knowledge Structure and Its Marketing Managerial Implications in Chinese Context

摘要

The present paper explores the nature of brand equity and the brand knowledge maps for Chinese brands. The research involved 50 consumers who participated in focus groups undertaken three cities in Beijing, Shanghai and Guangzhou. Based on the analysis of the discussion from the focus group participants a model of the brand knowledge structure map among Chinese consumers was developed. We compare findings with the research results of Western markets. In the Chinese market there were particularly strong associations between the brand and quality assurance, the company reputation and country associations. Also important were social aspects of the brand and the image or "face" is associated with the brand. We conclude by discussing the implications developing a quantitative model to test and validate our conceptual model.