Cross-national study of quality brand logo.docVIP

 PAGE \* MERGEFORMAT 5 Cross-national study of quality brand logo Cross-national study of quality brand logo A cross-country study of signals of brand quality In different countries, the quality of the brand by focusing on consumer testing What are the different signs? How to help international operations of companies to better understand the relevant information to consumers based on different national markets to adjust the marketing strategy? In this paper, the eight countries and regional markets (namely Austria, Belgium, Indonesia, Russia, Singapore, Thailand, USA and Hong Kong, China to conduct research and obtain the relevant data, followed by factor analysis concluded that the market in different countries, consumers the quality of the brand logo for the external and internal signs do exist differences. The survey found that the research in eight countries and regions, according to people outside of the brand mark and quality differences in attitude within the mark, these countries can be divided into four clusters. External signs and internal signs involving many aspects of brand quality - brand brand awareness related to external signs, retailers name, the amount of advertising, and brand name within the logo include the brand, price and origin of which eight countries and regional markets of consumers in the brand symbol of quality certification on varying degrees of difference. tendency to mark results, Austria, Belgium, the United States and China, Hong Kong is a similar cluster, while Thailand and Russia belong to another cluster, Indonesia and Singapore formed a separate cluster. The study can help marketers to carry out standardization in the marketing and differentiated marketing, targeted marketing strategy to choose the right the same time, the growing internationalization of the economy in today’s market context, some people think that companies should make their own international marketing standardization strategy, but this article