中国消费者本土品牌刻板印象的内容、典型特质及强度

his paper makes use of free association method, K-B method and the Gardner method to investigate on the local brands stereotype in order to reveal the contents, typical characteristics and strength. The first stage is the free association method, it gets an average of only 0.86 positive words and 9.43 negative words for local brands by speech analysis, and gets an average of 9.9 positive words and 0.71 negative words for foreign brands. The second stage is the K-B method, it gets 12 high-frequency words in line with local brand, the other words are negative sense in addition to "affordable". It gets 16 high-frequency words in line with foreign brands, all words are positive. The third stage is the Gardner method, it selected 15 high-frequency words in line with local brand image and consistency more than 64%, and then it designed questionnaire through the 5-point scale, it finds all 15 adjectives what were significantly in line with local brand.