The Influence of Country and Brand Image on Purchasing Behavior of Consumers-in special reference to Chinese mobile phone market-

Abstract The Purpose of this study was to analyze the influence of the country image and brand image of product on Chinese consumers ' brand attitude and the purchasing behavior. The results of this research are wrapped up as follows: First, the original country image of product is positive related to the product brand image itself. Second, both the country image and brand image of product have positive influences on consumers ' brand attitude. Third, Chinese consumers ' brand attitude has positive influences on purchasing behavior. Forth, both the country image and brand image of product hav