文献类型：期刊文献

英文题名：Measurement of Consumer's Brand Cognitive Confusion in China's Maritime and Land Silk Road Area

作者：Zhao, Peng-Yan[1];Sui, Ya-Ting[2];Liu, Xiao-Min[2]

第一作者：Zhao, Peng-Yan

通讯作者：Sui, YT[1]

机构：[1]China Sci & Technol Museum, Beijing 100012, Peoples R China;[2]Beijing Union Univ, Business Coll, Beijing 100025, Peoples R China

第一机构：China Sci & Technol Museum, Beijing 100012, Peoples R China

通讯机构：[1]corresponding author), Beijing Union Univ, Business Coll, Beijing 100025, Peoples R China.|[1141721]北京联合大学商务学院;[11417]北京联合大学;

年份：2019

卷号：94

期号：sp1

起止页码：962-965

外文期刊名：JOURNAL OF COASTAL RESEARCH

收录：;Scopus(收录号：2-s2.0-85072283761);WOS:【SSCI(收录号:WOS:000485711600189)，SCI-EXPANDED(收录号:WOS:000485711600189)】；

基金：*Corresponding author: yating.sui@buu.edu.cn ?Coastal Education and Research Foundation, Inc. 2019

语种：英文

外文关键词：Consumer confusion; brand information; belt and road

摘要：Research on brand cognition has mainly focused on examining its influence on the behavioral outcomes. Many areas in brand information reception and processing, however, have been neglected, such as research on how consumers react to the complex information environment. As such, firstly, this research gives the connotation of brand cognitive confusion based on interdisciplinary literature review. Secondly, the research develops and validates a scale to measure brand cognitive confusion and bases its measurement on Chinese mobile phone market. Considering the inter-regional development imbalance in China and China's current regional development strategy, the research uses samples from both eastern coastal provinces and western in-land province in China's maritime and land silk road area. Finally, the research builds the conceptual model that consists of four dimensions: product quality confusion, product function confusion, brand personality confusion and enterprise capacity confusion.