The Influence Research of Brand of Origin for Consumers' Brand Preference

According to the theory of consumer behavior and brand of origin effect, through the survey data statistics analysis, this paper put forward and tested the influence of the brand origin confusion on Chinese consumer preference and purchase of local brands and overseas brands. Conclusions are as follows: first, in China's existing environment, the more consumers mistake a local brand for a overseas brand, the more they will like this brand; The more Consumers mistake a overseas brand for a local brand, the more they will not like this brand. Second, the local brand awareness has a negative regulation for positive relationship between local brands origin confusion and consumers' preferences for local brands; Third, brand origin confusion has a significant negative impact on purchase of local brands.