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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
The Brand “Made in China” as a Part of the Growth of the China’s Competitive Advantage
Author(s)
Sabina Kauf, Agnieszka Tłuczak
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DOI:10.17265/1537-1506/2016.04.002
Affiliation(s)
Sabina Kauf, associate professor of marketing and logistics, Opole University, Opole, Poland.
Agnieszka Tłuczak, assistant professor of quantitative methods, Opole University, Opole, Poland.
ABSTRACT
In the eyes of consumers, each product has some kind of origin (its country, region, and continent). The image of the place of origin influences the assessment of products and brands (brand image) they come from. Traditionally, consumers extrapolate the characteristics of the country and its inhabitants on the characteristics of the product. Chinese products are very common and they can be purchased almost anywhere. The consumer does not have to take any special efforts to acquire products “made in China”. Many of these products do not have specific characteristics that allow them to be considered as the unique. Products, whose names indicate the place of origin, are witnessing an increasing popularity. In the case of products “made in China”, the matter is different. Often, consumers do not admit that they purchase goods produced in China. Research on consumer behaviour in the market of chines products, conducted among Polish citizens, indicated that these products are readily bought. This article presents the results of the research on consumers’ attitudes towards regional “made in China” which was conducted in April 2015 among Polish citizens. Furthermore, the article will include the comparison of attitudes towards Chinese products between consumers from Poland and other European countries.
KEYWORDS
behavior, brand image, brand equity, China, country of origin
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References
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