Title :
Notice of Retraction
Consumer perceptions of brand functions: An empirical study in China
Author :
Xiaoling Guo ; Hao, A.W. ; Xiaoyan Shang
Author_Institution :
Dept. of Marketing, Univ. of Int. Bus. & Econ., Beijing, China
Abstract :
Notice of Retraction
After careful and considered review of the content of this paper by a duly constituted expert committee, this paper has been found to be in violation of IEEE´s Publication Principles.
We hereby retract the content of this paper. Reasonable effort should be made to remove all past references to this paper.
The presenting author of this paper has the option to appeal this decision by contacting TPII@ieee.org.
This article explores Chinese consumers´ perception of brand functions. The results show that brands accomplish various functions, such as “recall of past experiences”, “quality and guarantee” and “identity and status”. In particular, “recall of past experiences” is a brand function unique to Chinese consumers and has a positive impact on brand loyalty. The “continuity” of Chinese culture is suggested to explain this particularity.
Keywords :
consumer behaviour; China; brand functions; consumer perceptions; Biological system modeling; Business; Electric shock; Medical services; Psychology; Chinese culture; brand functions; continuity; recall of experiences;
Conference_Titel :
Advanced Management Science (ICAMS), 2010 IEEE International Conference on
Conference_Location :
Chengdu
Print_ISBN :
978-1-4244-6931-4
DOI :
10.1109/ICAMS.2010.5552886
