Influence of clothing-brand country-of-origin on consumers cognition

Based on analyzing the theory of country-of-origin effect and considering the characteristics of garment industry,this study deduces the consumer′ s attitude to the clothing brand from six different countries including the United States,France,Britain,Japan,South Korea and China by survey approach.The effect of the image of country-of-origin on customer′s product beliefs and brand attitudes was investigated.The correlation between consumer′s product beliefs and brand attitudes was analyzed.This research drew conclusions that country-of-origin effect does exist in Chinese consumers.Four dimensions of country-of-origin image,i.e.country identify,brand stereotypes,country developing level,fashion leading power have influence to customer′s product beliefs.It has correlativity between consumer′ s product beliefs and brand attitudes of clothing brand from country-of-origin.