英文背景素材（精选6篇）
In North America,students join “Environment Club” to make less pollution.In a club,people work together.And in an environment club,the student work together to stop pollution.They do the following things to make our environment clean.
1.No-garbage Lunch.How much do you throw away at lunch? Environment club encourage students to use the ruzable bag and dishes.
2.No-car Day.On the No-car Day,nobody comes to school in a car——Not students,Not teachers! Cars pollut our air, so remember:
Walk,skil,bike and run.
Use your legs,
Its lots of fun!
3.Turn off the water.Do you know that a leaking toilit can swate twenty to forty litres of water an hour. In a year, it would fill a big swimming pool.So the students in environment club often fix the leaky toilit and sinks. If you see the tap is leaking,do you turn off it?
Do your school do the same things for stopping the school yard?
动态可视素材包括动画和视频素材, 可通过网上下载或截屏来获取, 也可用动画或视频处理软件制作, 如动态光晕、下雨等, 用它做背景, 方法简单快捷, 能提高制作作品动态效果的效率。下面谈谈常用作品制作软件中实现的方法。
1. 实现Powerpoint软件中动态可视素材用作背景
Powerpoint软件, GIF动画可设置成背景或置于底层作背景。视频可直接插入, Flash动画也可利用“其他控件Shockwave Flash Object”插入, 但即使将它们置于底层, 其他对象置于上层, 播放时, 仍是视频和动画sw在上面。因此我们只能将视频和Flash动画swf转换为GIF动画用作背景, 间接地实现视频和Flash动画作背景。
1. 将视频或Flash动画转换为GIF动画
将Flash动画和视频转换为GIF动画的转换软件很多, Swf-Avi-Gif Converter软件, 能将Flash动画sw和视频flv、Avi转换为GIF动画。方法如下:
⑴启动Swf-Avi-Gif Converter软件, 单击“打开Flash文件”按钮, 打开Flash的Swf或Flv文件, 单击“确定”。
⑵对“Gif设置”:画帧延时 (合适数值) 、颜色深度 (与原文件相同) 、Gif宽度高度 (需要的大小) 、循环Gi动画、背景色等。
⑶单击“开始录制Gif动画”, 选“自动停止”;若提示不能转换, 再选“不自动停止”来录制, 录制到结束里, 单击“停止录制Gif动画”结束。
⑷当转换完成后, 可点击“预览Gif动画”来查看结果。
⑸点击“保存Gif为文件”将转换好的Gif动画保存到硬盘中。
Video Avatar软件, 能将Avi、Mov、Mpg和Wmv等多种格式视频转换为GIF动画。方法如下:
⑴启动Video Avatar软件, 选“文件输入视频文件”, 打开视频文件;
⑵通过拖动预览窗口控制块选视频画面;
⑶设置视频宽度、高度、高质量、帧/秒;
⑷选“文件输出视频文件”, 或单出“…”按钮, 设置输出文件名称和位置。
⑸选“文件开始”, 或单出“保存形象”按钮, 生成GIF动画。
2.将转换成的Gif动画用作背景
选要制作背景的幻灯片, 右击选“背景”, 单击“下拉”按钮, 选“填充效果”, 再选“图片”选项卡, 单击“选择图片”按钮, 选GIF动画文件, 单击“插入”按钮, 再单击“确定”按钮, 再单击“应用”按钮。或直接将Gif动画置于最底层成为背景。
2.实现Authorware软件中动态可视素材用作背景
1.1 Gif、Swf、Flc动画用作背景
Authorware软件中, 对于Gif动画、Swf动画, 选菜单“插入媒体Animated Gif…或Flash Movie…”命令插入, Flc动画用电影图标导入, 将它们置于最前面或层设置为最低 (层数值最小) , 其他对象的层设置较之高, 这些动画即成为背景。
1.2 常用视频用作背景
Authorware软件中, 对于Mov视频, 选菜单“插入媒体Quicktime…”命令插入, 设置图标层, 将它们置于最前面或层设置为底层 (层数值最小) , 即可成为背景。对于AVI视频、MPG视频, 虽可直接使用电影图标导入, 但设置层却与其他图标层没有相关性, 尽管将它置于底层, 其他对象置于上层 (层数值比电影图标大) , 但播放时, 仍是视频在上, 其他对象在下。对于Wmv、Rm、Flv等视频, 则不能导入使用。因此, 对于除Mov外的视频, 均要转换成Mov (Quicktime视频) 可用作背景, 或转换成Flc (autodesk动画) 或Swf (FLASH动画) 或Gif动画可用作背景, 间接地实现视频用作背景。方法如下:
1.视频转换成Mov视频用作背景
将其他视频格式转换为Mov格式的转换软件很多, 这里用“狸窝全能视频转换器”。
⑴启动“狸窝全能视频转换器”, 单击“添加视频”按钮, 找到要转换的视频, 单击“打开”按钮。
⑵单击“预置方案”下拉列表, 选常用视频中“MOV-Quicktime (*.mov) ”。
⑶单击“高级设置”按钮, 进行视频音频编码、质量、大小等设置。
⑷选“输出目录”后, 单击“转换”按钮进行转换。⑸启动Authorware软件, 设置窗口大小。
⑹选“插入媒体Quicktime…”。
⑺选“浏览”打开用作背景的视频文件, 去掉默认勾选的“直接写屏”。
⑻可设置需要地回放方式 (视频、循环等) , 单击“确定”。
⑼Mov图标放在其他对象前或设置层数值为最小即可实现视频成为背景。
2. 视频转换为FLASH动画Swf用作背景⑴启动Flash软件, 设置舞台大小。
⑵选“文件导入到舞台”, 打开视频文件, 单击“下一步”, 选以“在SWF中嵌入视频并在时间轴上播放”, 单击“下一步”, 单击“显示高级设置”, 选“视频编解码器”为“sorenson spark” (注意选On2VP6则插入Authorware中不能显示) , 可裁剪和调整大小与窗口大小相同, 设置品质为“高”, 单击“下一步”, 单击“完成”。
⑶将视频搬移到舞台左上角, 选“修改文档”, 选中“内容”单选按钮, 单击“确定”。选“文件导出影片”, 选“*.Swf”格式, 输入文件名, 单击“保存”, 单击“确定”。
⑷启动Authorware软件, 设置窗口大小。⑸选“插入媒体Flash Movie…”。
⑹选“浏览”打开用作背景的swf文件。
⑺可设置媒体插入方式 (嵌入或链接) 、加入回放方式和品质等, 单击“确定”。
⑻Swf图标放在其他对象前或设置层数值为最小即可实现Swf动画成为背景。
3. 视频转换为Gif动画用作背景
用Video Avatar软件将视频转换为Gif动画, 再选“插入媒体Animated Gif…”菜单命令插入, Gif图标放在其他对象前或设置层数值为最小即可实现Gif动画成为背景。
4.视频转换为autodesk动画Flc用作背景
⑴启动“会声会影”软件, 在视频轨导入视频。
⑵选“分享”, 选“创建视频文件”, 选“自定义”, 选“保存类型”为“autodesk动画文件 (*.flc) ”, 选“选项”设置:帧速和画面大小, 输入文件名保存。
⑶启动Authorware软件, 设置窗口大小。
⑷拖入“数字电影”图标, 在属性面板, 单击“导入”按钮, 找到Flc文件, 单击“导入”按钮导入。
⑸去掉属性面板中“直接写屏”前勾选。
⑹Flc图标放在其他对象前, 设置在其后加入的可视对象层中数值比Flc图标层数值大, 相应移动图标中层也相同设置, Flc动画即成为背景。
3.实现Flash软件中动态可视素材用作背景
Flash软件中, 可使用层, 动态可视素材 (如动画Gif、Swf, 视频Flv、Avi、Mpg、Wmv、Mov等) , 以影片剪辑方式导入到库, 再拖到舞台底层成为背景。但动态效果制作在影片剪辑中的Swf直接使用动态效果会消失, 可用前面所述方法将它转换为Gif动画或Mov视频再使用。方法如下:
⑴启动Flash软件, 设置舞台大小。
⑵选“文件导入到库”命令, 找到动画或视频文件, 单击“打开”按键, 对于动画文件即可导入到库。但对于视频还要继续操作:单击“下一步”, 选以“在SWF中嵌入视频并在时间轴上播放”, 再“符号类型”栏选“影片剪辑”, 单击“下一步”, 单击“显示高级设置”, 可裁剪和调整大小与舞台大小相同, 设置品质为“高”, 单击“下一步”, 单击“完成”。
⑶动态可视素材在库中自动生成影片剪辑, 将影片剪辑拖到舞台图层底层上, 调整好大小和位置。
⑷在时间轴右方插入帧来延长所需的播放时间, 动态可视素材即成为背景。再在背景层上面添加图层, 制作其他对象动画等。
4. 实现Dreamweaver软件中动态可视素材用作背景
Dreamweaver软件, 可使用表格和层, 则可将视频转换为gif或swf格式, gif格式可用页面、表格、单元格和层的背景图片中加入, swf格式可在表格和层中加入置于底层, 再上面插入层, 放其他对象。方法如下:
⑴用前面的的方法将视频转换为gif或swf格式。
⑵启动Dreamweaver软件, 选“插入表格”或“插入布局对象层”。
⑶选中页面、表格、单元格或层, gif动画用作背景, 则通过“页面属性” (对于页面) 或属性面板 (对于层、表格或单元格) 中“背景图像 (或背景) ”框来加入, 再在页面或层或表格或单元格中加入其他对象, 使gif动画成为背景。;如果是swf格式, 选“插入媒体Flash (swf) , 直接在表格或层中插入, 再在上面插入层, 在层中加入其他对象, 使swf动画成为背景。
5. 结束语
关键词：高中英语；全英文教学；新课改
由于经济的发展，我们有越来越多的机会接触到国际环境，英文作为世界通用语言，被广为重视。在高中教学中也是如此，高中英语教师紧抓学生的英文学习，课堂上教授语法和锻炼英语听力，课下布置很多英语练习让学生巩固课上知识。但即便是这样紧锣旗鼓的学习安排，学生英语学习效果依然不是很理想，在新课改的要求下，高中英语老师需要提高英语教学效率，需要对教学方式做出改变。全英文教学是教师在课堂上用英文传授知识点，与学生交流，这能很好地刺激学生对英语的感知，培养学生说英语的能力。全英文教学可以让学生处于英语语境中去学习，而语境学习不仅能让学生在日常交流中自然而然地具备听说读写的能力，让学生树立英语方面的自信。这也是为什么高中教师要推进全英文教学。
一、推进全英文教学的必要性
在新的时代，对英语学习的要求不再是单一的懂，更重要的关注点是学生是否能自如地在实际生活中运用在课堂上学到的知识。
新课改的教学理念强调教育不只是关注知识的教授和学习，学生在学习中应该更多地关注知识在生活中的运用。比起结果，更关注学习的过程。要求教育要培养出能适应未来社会发展需要的人才。在这样的要求下，高中英语教学需要摆脱过去过分注重课堂知识点的传授的牢笼，尝试推行新的教学方式。高中英语教师在知识的教授中以汉语为主，甚至有些高中教师在英语的发言上略有不足，汉语教学在英文学习课堂上占主导造成学生对英语运用方面有些缺失。这是尽快推进全英文教学一个必要原因。
随着经济的发展，我们越来越与国际接轨，在很多时候需要运用英语进行交流。因此，在高中英语教学中要致力于培养全面的国际化人才。但在我国英文学习中存在着地方英语的现象，在学习中英语教育方面听的多，说的少，说出来也被加入不同地区的方言，普遍存在英语语感不足。所以需要在教学中提供英文的语境学习，才能让学生锻炼出英语语感。我们应该意识到培养人才的目的，是为了更好地服务于社会的发展。
作为我国的高中生，在学习英语上本身可能会产生一些排斥的心理，而且在现今对学生英语水平的要求不再只是认识和会写，更多的要会说。需要让学生有一个适应和习惯的环境。从英文学习本身特征出发，是需要不断练习的，熟练的练习才能让学生掌握运用方法。俗话说，勤能补拙，这就需要学校在教学中为学生提供全英文的环境，所以，为了学生的全面发展，也需要全力推进全英文教学。
二、推进全英文教学的重要性
全英文教学能很好地扭转高中英语教学的不足。全英文教学促进英语教师在教授学生的过程中不断完善自己，不断地提升自己的教学水平。高中英语教师在学术能力上达到了一定的高度，也在教学中形成了自己独有的一种教学方式。但在一种新的教学方式上，让教师以局外人的身份看到自身教学方式的不足，为了更好地使教育效果有所改变，全英文教学对教师来说也是重要的一次改变。
推进全英文教学是对新课改的贯彻，也能提高学生学习英语的成效，提高课堂教学效率。更重要的是，推进全英文教学能改善目前英语教学现状，提升学习效果。传统的教学方式在新的時代背景下逐渐显现出来的劣势可以由全英文教学方式来补充。
全英文教学通过教师在课堂上与学生的英语交流，让学生在日常生活中适应英语语言环境。学生在与教师交流的过程中，也能提高自身英语方面听说读写的能力，让学生减少对英语运用的排斥，重新看待英语学习，让学生知道英语学习不只是背诵听写单词，记忆语法的简单的学习工作，这种教学方式可以让学生在课堂英语交流中提升英语的阅读水平和写作水平，更重要的是让学生在日常生活中具备自如的读写的综合能力，能与其他人用英文自由交流的能力，这些也是对新时代学生的要求，是现代教育的意义。全英文教学能帮助学生树立英语运用的自信心，让学生能积极地运用英语，将课堂上学到的知识运用到实际生活中去，服务生活。
总之，全英文教学能满足新课改对高中英文教学的期望。因为新课改的要求和经济的发展需要培养全面的、有能力的综合人才，所以需要全英文教学来帮助学生去提升自己，完善自己。在这个过程中，全英文教学还对教师和英语教学体系发挥着重要的作用。所以，高中教师要改变自己的观念，全力实施全英文教学。
参考文献：
[1]金虞琴.浅析如何培养英语语感[J].校园英语，2015（30）.
States have a home, you can have a home, you have me, I wish my dear parents happy National Day! Health!
有国才有家，有家才有你，有你才有我，祝我亲爱的爸妈国庆快乐!身体健康!
Went to the National Day holiday in the country to celebrate this day, I hope you happy as Xi, always happy. Happy National Day!
又到国庆节了，在这举国欢庆的日子里，希望你快乐如夕，永远幸福。国庆节快乐!
Just off the beautiful Chang E, ushered in the birthday of the motherland. I take this opportunity goes to you my heartfelt blessing: I wish you all the best and every success! ! !
刚刚送走了美丽的嫦娥，又迎来了祖国的华诞。借此机会我呈上对你衷心的祝福：祝你一切顺利，万事如意!!!
Girls like flowers, and more broad-minded inclusion, in order to open up new possibilities and awaken the sleepy mountain, the river changed its appearance. This is a beautiful motherland is where my growth.
姑娘好像花儿一样，小伙儿心胸多宽广，为了开辟新天地，唤醒了沉睡的高山，让那河流改变了模样。这是美丽的祖国，是我生长的地方。
Lost, very missed. In this long National Day holiday, often recalled coexistence years. Time to find some locations, bring blessings to a very experience! 字串7
好久不见，十分想念。在这漫漫的国庆长假里，常常忆起共处的岁月。找点时间，约个地点，带上祝福，来个非常体验!
Full Ying Guo, Woods Hongye dance autumn wind. The entire country is behind Qi, and the home-Sheng everything. This grand festival will bring you everlasting lucky! 字串1
万紫千红迎国庆，片片红叶舞秋风。举国上下齐欢畅，家和国盛万事兴。愿这盛大的`节日带给你永远的幸运
Autumn years, the harvest season, I wish the most sincere smile with you, deeply wishes you happy National Day, cause brilliant TOUCH DOWN! ! !
金秋的岁月，丰收的季节，愿我最真诚的笑容伴随你，深深的祝福你，国庆节快快乐乐，事业辉煌腾达!
National Day, the National Day, celebrating the country. The birthday wish you good mood every day happy, eternal happiness!
国庆，国庆，举国欢庆。祖国生日祝你美好心情，天天开心，快乐永恒!
In this season of heavy fragrance, pleasant day across the country, there is a feeling worried about is, there is a miss is thinking. Sincerely wish you a happy National Day. 字串7
在这馥郁芬芳的季节，举国欢腾的日子，有一种心情叫牵挂，有一种思维叫想念。衷心祝你，国庆快乐。
National Day when you do not want to give too much, just to give you 50 million: 10 million to be happy, healthy 10 million, 10 million should be safe, happy to 10 million, 10 million MO forget me!
Here’s a little token of my appreciation for all that you have done for me over the years.这是我一点小小的心意，感谢您这么多年来所付出的一切。
There may be moms all over the world, but you’re the only one that matters to me.全世界也许到处都有妈妈，但您是我惟一最在意的。
Thank you for everything over the years, mom. 母亲节快乐!妈妈，谢谢您这些年来所做的一切。
Mother’s Day is a time when mothers discover how well their children can prepar e breakfast.母亲节是妈妈们发现她们的小孩会把早餐做得很好的时刻。
We would love to fix breakfast for you mom, but we think it would be safer for us all if we took you out.妈妈，我们很乐意为您准备早餐，不过我们想，如果带您上馆子，会比较保险一点。
Moms should get more than a special day, they should get a medal of honor.妈妈们应该得到的不只是一个节日，她们该获得荣誉勋章。
When I was sick, you always stood by me.当我生病时，您总是陪伴着我。
Considering the quality of food that children make their mothers on Mother’s Day, it becomes apparent that without moms, their kids would starve to death.想想母亲节时，孩子们为妈妈所做的早餐;很明显的，如果没有妈妈，孩子们将会饿死。
I want to wish you a happy Mother’s Day.祝福您母亲节快乐。
Roses are red, violets are blue. This card on Mother’s Day is especially for you.玫瑰是红色的，紫罗兰是蓝色的。这张母亲卡是特别给您的。
Thanks for being there, mom. Happy Mother’s Day.谢谢您不断地扶持我。祝您母亲节快乐。
Sometimes it may not seem like it, but I really do love you.有时候好像不是这样，但是我真的`爱您。
Today is your day to relax and let us take care of you. Happy Mother’s Day.今天是您休息的日子，让我们来照顾您。母亲节快乐。
We may not be angels all of the time, but we do appreciate what you do.我们也许不是一直都像天使那样乖巧，但我们确实感谢您的教诲。
On this day we honor you, dear mother.亲爱的妈妈，我们向您致敬。
On this day we all sit back and think about how much our mothers do for us.在这一天，我们将会抽空休息一下，想想妈妈们帮我们做了多少事。
We will try to make this your best Day ever.我们将努力使今天成为您过得最愉快的母亲节。
Though it is hard to tell you sometimes, I do love you dearly, mom.虽然有时要告诉您并不太容易，但是我真的非常爱您，妈妈。
This card comes from the whole family. Happy Mother’s Day.这张卡片是我们全家合送的。祝您母亲节快乐。
I’ve tried many times to tell you, but I’ll say it again: I love you mother.我已经告诉您许多次了，但是我将再说一次：我爱您，妈妈。
更多英语写作材料推荐：
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2.2015中考英语作文素材:谷雨养生
3.2015高考英语作文素材:母亲节的英文祝福语
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The economy of the People's Republic of China (PRC) continues to fascinate and to draw world attention on an almost daily basis.The powerful combination of overall market size, dramatic increases in disposable income (especially in first and second-tier urban cities) and the long-term growth potential of the Chinese economy, make the PRC an exceptionally attractive market for many global firms and their brands (Sheng&Yan, 2011;Yau&Steele, 2000) .According to the Wall Street Journal (Batson, 2010) , China has achieved a gross domestic product (GDP) amounting to$4.758 trillion (estimated by the IMF for 2009) .The WSJ expected that China would soon surpass Japan, the world's second largest economy ($5.049 trillion) .The IMF also estimated that shift would occur in 2010 since China, they forecasted, would generate$5.745 trillion in 2010 (International Monetary Fund, 2010) .
The success of Mc Donalds (Eckhardt&Houston, 2002;Watson, 2006) and KFC (Liu, 2008) in China have been well documented.Similarly, the significant increase in the number of high net worth individuals within China, when coupled with the cultural tradition that status products support an individual's mianzi (or prestige face) and hence become valued expressions of“success, ”has led many luxury brands to target the PRC as a“must win”market (Degen, 2012) .However, as most western commentators note, successful marketing in China demands significant resources, skills and adaptations (Tian&Borges, 2011) –perhaps even a brand new mindset.The recent complicated story of Danone-Wahaha provides a cautionary tale for any business strategist and/or global marketer who thinks that market entry into the PRC is or will be easy.
The research reported here explores Chinese consumer behavior through a focus on ten global brands.The research, part of a three-year global branding project, extended into Asia interests which heretofore targeted consumers living in Central and Eastern Europe (Deli-Grey, Haefner&Rosenbloom, 2012;Rosenblooom&Haefner, 2009) .The global branding research sought to identify the strength of global brand trust, global brand familiarity, global brand liking and knowledge of a global brand's country-of-origin (COO) in predicting global brand purchase intent.The research also included five scales measuring consumer attitudes toward (1) global consumer culture, (2) cosmopolitanism, (3) multinational advertising, (4) global-local identities, (5) ethnocentrism.All five scales were drawn from the extant literature on global brands and have had research supporting their influence on consumer decisionmaking in a global context.Regression models were built for all ten brands inclusive of the five attitudinal scales to gain insight into the relative contributions of each of these items as independent predictors of global brand purchase intent in Chinese consumers.Regression models are presented that were built for each global brand along with a discussion of the most surprising insights.There were some unexpected findings about Chinese consumer decision making in the data.
2 CONSUMER BEHAVIOR IN CHINA
As befits the growth of China itself, China-focused consumer behavior research published in English has increased dramatically over the years.Sin&Ho (2001) conducted an early meta-analysis of published consumer research.These researchers reviewed 75 studies on Chinese consumerism and concluded that a wide variety of consumer issues were being researched.Kaigler-Walker, Gilbert&Hu (2010) noted, specifically, that there was extant research on Chinese consumers relative to purchasing motivation (Zhou&Wong, 2008) , consumer values (Lee et al., 2004;Tai, 2008) , decision making (Fan&Xiao 1998;Hui et al., 2001) and generational and regional differences (Cui&Lui, 2000) .
Garner (2005) summarized one of the few large-scale studies published as a book.Garner, a senior strategist at Credit Suisse First Boston, managed a proprietary Chinese consumer lifestyle and spending pattern survey.The survey was conducted in four tier one cities (Beijing, Shanghai, Guangzhou, Shenzhen) and four tier two cities (Shenyang, Chengdu, Xi'an, Wuhan) and included 10 product categories, ranging from automobiles, beverages, electronic and luxury goods through tobacco products and travel services.Garner provides not only category data but also competitive market share data for each product category by city and consumer income levels.Wang (2008) provides a more recent macro-level of view of Chinese consumer behavior, with her focus on key national brands as experienced through the social construction of meaning that domestic advertising firms use to position brands as“local.”
The global consulting firm, Mc Kinsey, has been conducting an annual survey of Chinese consumers since 2005.Mc K-insey uses a stratified sampling plan, which includes approximately 600 cities in which 82%of all urban Chinese consumers live.Furthermore, these same cities are forecast to account for92%of China's urban GDP by 2015 (Atsmon et al., 2009) .In its most recent Annual Survey (Atsmon, Dixit, Magni&St.Maurice, 2010) , Mc Kinsey noted that while the global recession has had some effect on consumer purchasing patterns in China, the combination of government and private-sector incentives has led to very robust retail sales.Mc Kinsey stated that, arguably, the Chinese consumer sector was“the healthiest of any major economy in the world” (Atsmon, Dixit, Magni&St.Maurice, p.7) .Nonetheless, Chinese consumers still continue to embody their own unique mix of characteristics:They are still fundamentally conservative, although there is some behavioral convergence towards behaviors of consumers in more developed economies such as evaluating products beyond mere functionality and trading up for products that deliver greater value and quality.There may even be an emerging hedonic, global youth segment, which Mc Kinsey terms the“what fits me”group (Annual Survey, 2010) .
As a counterpoint to the above, Uncles and He (n.d.) systematically searched for consumer behavior research written in Mandarin between 1985—2004.Their search found over700 articles on various aspects of Chinese consumer behavior.Their conclusions were: (1) There was a significant body of indigenous literature not recognized by scholars in the West; (2) most research was concerned with consumer economics and understanding consumption functions; (3) the focus on consumption functions fit well with the rise in disposal consumer income most Chinese have experienced.
3 BRANDS
Strong brands help firms succeed (Aaker, 1996;de Chernatony&Mc Donald, 2003) .While having a strong consumer franchise is not the only thing firms need for success in their markets, strong brands are often linked with strong brand equity.The global financial crisis of 2008 is an apt reminder that firms with strong brands are buffered from, but not immune from, unexpected market shocks.“Brands have never been more important than they are today.The accelerating rate of turbulent change, the volatility of economics and markets, the relentless progress of technologies and innovation, and increasing market fragmentation have caused the destruction of many companies and products that have failed to develop the lifeline of a strong brand” (Temporal, 2010, p.xiii) .
Eckhardt and Bengtsson's (2010) article summarized the4000 year-old-history of branding in China, and its long association with Imperial dynasties.This recent article is a strong counterpart to Holt's (2006) history of branding in the late nineteenth century in the United States.Marketers, like every other business professional, must understand and appreciate China's history if they hope to be successful.Ambler and Witzel's (2004) words are well chosen:“The point cannot be emphasized too strongly.In China, history is important if for no other reason, because the Chinese themselves believe it is” (p.39, emphasis in original) .“The phenomenon of foreign brands in China appears somewhat different from what is often addressed in research in marketing, because of the complexity of the market situation and cultural characteristics of today's Chinese society and consumer behaviour, closely related to the combined experience of generations of Chinese” (Li, 2007, p.11) .
There is ongoing academic debate, though, about what constitutes a“global brand.”Roberts and Cayla (2009) note that“definitions of global brands are mostly supply side” (p.350) in that the brand's globalness is defined in terms of number of markets served, size of markets served and the extent to which the brand shares consistent technical specifications across these markets.This mirrors the standard, textbook definition of a global brand (Ghuari&Cateroa, 2010) .Roberts and Cayla (2009) also note that while a consumer-centric view of global brands (that is, the process by which consumers categorize brands as“global”) is desirable, such a view is still underdeveloped in the marketing literature.This view was supported by Rosenbloom&Haefner (2009) , who analyzed multiple, global brand definitions.Their literature review found only one global brand definition that integrated both consumer and producer orientations.In this definition, a global brand was defined as“the multi-market reach of products that are perceived as the same by both consumers and internal constituents” (Johansson and Ronkainen, 2005, p.340) .Steenkamp, Batra and Alden (2003) were very clear that“a brand benefits from consumer perceptions that it is‘global’...only if consumers believe the brand is marketed in multiple countries and is generally recognized as global in these countries” (p.54) .
3.1 Country of Origin
All brands have a country-of-origin (COO) , yet for global brands, COO is always an issue of marketing strategy concerning whether to highlight it or not.As such, COO has been extensively investigated (Pharr, 2005) .Marketing scholars have variously tried to understand how COO affects per-ceived product value (Cervino, Sanchez&Cubillo, 2005;Hui&Zhou, 2002) ;brand image and brand equity (Lin&Kao, 2004;Pappu, Quester&Cooksey, 2007) .Okechuku (1994) used conjoint analysis to study the effect of COO on product choice in consumers living in Holland, Germany, Canada and the United States and found that COO was one of the two most important attributes in purchase evaluation.Okechuku (1994) found that consumers had a distinct preference for domestic products over foreign ones, especially when the COO was from countries with developing or emerging economies.This finding seems consistent across much of the COO literature—there is a strong domestic preference for many product categories when consumers in developed countries evaluate COO (Watson&Wright, 2000) .
Research on Chinese consumers finds a similar pattern:There is a predisposed, strong preference toward domestic products (Cui and Liu, 2001;Li and Gallup, 1995) and foreign products, except for those in luxury product categories, may suffer from the“liability of foreignness” (Peng, 2009;Zaheer, 1995) .
H1:The greater the importance of knowing a brand's COO, the greater will be its effect on brand purchase likelihood.
3.2 Brand Familiarity
To know a product's COO (Samiee, Shimp, Sharma, 2005) , presumes some level of brand familiarity.Brand familiarity creates a feeling in consumers that the brand is“known”.This feeling of knowing something about the product begins the transformation process of turning undifferentiated products into brands (Franzen&Moriarty, 2009) .Indeed, “familiarity, trust and liking are the three most important drivers of brand loyalty” (Franzen&Moriarty, 2009, pp.310-311) .
Brand familiarity reflects“the extent of the consumer's direct and indirect experiences with the brand” (Campbell&Keller, 2003) and directly affects consumer knowledge structures.Consumers who are familiar with a brand have more elaborate, sophisticated brand schemas stored in memory than consumers who are unfamiliar with the brand (Heckler&Childers, 1992;Kent&Allen, 1994;Low&Lamb, 2000) .Research has demonstrated that brand familiarity yields more favorable brand evaluation (Janiszewski, 1993;Holden&Vanhuele, 1999) .Increased brand familiarity means that consumers will process advertising messages quicker and with less effort because they already“know things”about the brand (Chattopadhyay, 1998) .
Consumer familiarity with product categories and brands also may influence COO evaluations.So far, though, this research is inconclusive.Lambert and Jaffe (1998) suggested that consumers already familiar with products from a country used COO marginally in forming brand judgments.Johansson (1989) , in contrast, found consumers already familiar with a brand in a product category used COO more fully in their decision making.Phau and Suntornnond (2006) found that while COO does have an effect:“There are only weak associations between product dimensions and country of origin cues particularly for evaluations of unfamiliar brands” (p.39) .Most recently, Ahmed and d'Astous (2008) studied the effect that COO familiarity had on a wide variety of products whose COOs were from 14 different nations.Ahmed and d'Astous (2008) concluded that for their sample of male consumers living in Canada, Morocco and Taiwan“familiarity has a significant and substantial impact on COO evaluations” (p.96) .
H2:Greater familiarity with a global brand increases the likelihood of global brand purchase.
3.3 Brand Liking
While brand familiarity is predominantly a cognitive process, brand liking invokes an affective response within consumers.de Houwer (2008) stated, “A core assumption in marketing research is that consumers tend to buy brands and products that they like” (p.151) .Anselmsson, Johansson&Persson (2008) defined brand liking as the“evaluative and global measurement capturing how positive and strong the perceived brand assets are from a consumer perspective” (p.66) .Boutie (1994) extended the concept by noting that brand liking“seeks to build consumers'positive attitude toward a brand based on the belief that it cares about them (or addresses them) as individuals” (p.4) .While intuitively attractive, global brand liking is an underdeveloped area of market research.Few studies of both the general construct of brand trust and/or its relationship to global brands exist.The research reported here contributes to the extant literature on brand liking.
H3:Stronger global brand liking increases the likelihood of global brand purchase intent.
3.4 Brand Trust
Trust is an elusive concept (Elliot&Percy, 2007) and can be thought of as an individual characteristic, as a characteristic of interpersonal relations and/or as an institutional attribute (Lewicki&Bunker, 1995) .Rotter (1971) defined trust as“a generalized expectancy held by an individual or group that a word, promise, verbal or written statement of another individual or group can be relied on” (p.1) .Barney and Hansen (1994) added the idea of hurt and harm when they defined trust as“The mutual confidence that no party to an exchange will exploit another's vulnerabilities” (p.176) .Finally, Bhattacharya, Devinney&Pilluta (1998) highlighted the protective nature of trust when they defined trust as“an expectancy of positive (or nonnegative) outcomes that one can receive based on the expected action of another party in an interaction characterized by uncertainty” (p.462) .Trust thus involves commitment, risk and mutuality.Trust is also a dynamic concept that is always contingent.“The amount of knowledge necessary for trust is somewhere between total knowledge and total ignorance.Given total knowledge there is no need for trust and given total ignorance there is no basis upon which to rationally trust” (Mc Allister, 1995, p.26) .
Delgado-Ballester, Munera-Alemain and Yague-Gullien (2003) defined brand trust as“The confident expectations of the brand's reliability and intentions in situations entailing risk to the consumer” (p.37) .Brand trust has also been defined as“the confidence a consumer develops in the brand's reliability and integrity” (Chatterjee&Chaudhuri, 2005, p.2) .Brand trust has been linked with brand loyalty (Lau&Lee, 1999) as well as increased market share and advertising efficiency (Chatterjee&Chaudhuri, 2005) .
Of recent interest has been the question of whether brands vary in terms of trust.Romaniuk and Bogomolova (2005) studied this question by controlling for brand size effects when they assessed trust scores of 110 local brands in 13 markets in subjects living in the United Kingdom and Australia.They found little variation in brand trust scores when controlling for market share.They concluded that“trust is more like a‘hygiene'factor in that all brands have to have a certain level of trust to be competitive in the market” (Romaniuk&Bogomolova, 2005, p.371) .If brands do not vary greatly in terms of trust, would the same hold true when consumers were asked to evaluate specifically their trust in a global brand?
H4:Global brand trust increases the likelihood to purchase a global brand.
3.5 Ethnocentrism
There is an extensive literature on ethnocentrism primarily because it's a pervasive aspect of all global transactions–not just marketing transactions.Furthermore, consumer ethnocentrism can act as a mediating variable in any COO and global brand evaluation.Ethnocentrism is defined as“the local proclivity of people to view their own group as the center of the universe, to interpret other social units from the perspective of their own group, and to reject persons who are culturally dissimilar while blindingly accepting those what are culturally like themselves” (Shimp&Sharma, 1987, p.280) .Ethnocentrism works unconsciously within individuals, thus making it a powerful, yet unacknowledged, influencer in decision making.Shimp and Sharma (1987) developed the CET scale to measure consumer ethnocentrism and described the psychological and sociological roots of the phenomenon in succeeding research (Sharma, Shimp&Shin, 1995) .Consumer ethnocentrism has been more recently termed“domestic country bias” (Balabanis and Diamantopoulos, 2004, p.80) .
Empirical research has identified differences in domestic country bias between consumers living in developed versus developing countries (Batra et al., 2000;Upadhyay&Singh, 2006) .The former clearly favored domestic over foreign prod-ucts, while the latter favored the opposite.Research by Bawa (2004) indicated that contrary to earlier findings that consumers from developing countries were biased toward imported over domestic products, “the label‘made in India'is not a liability.The Indian consumer will not lap up foreign goods merely because of their‘made in'tags” (p.43) .
H5:Individuals with strongly held ethnocentric beliefs prefer to buy domestic brands over global brands.
3.6 Cosmopolitanism
Another consumer characteristic closely linked with global brands is cosmopolitanism.Cosmopolitanism has its origin in sociology and cultural studies and refers to the fact that some individuals perceive themselves to be more“worldly”and less provincial than others.Skrbis, Kendall and Woodward (2004) suggested that cosmopolitanism is“a conscious openness to the world and to cultural differences” (p.117) .Cleveland and Laroche (2007) included cosmopolitanism as a subscale in their research aimed at developing a composite scale assessing acculturation to global consumer culture.In their confirmation study, their 11-item subscale had a very robust, Cronbach alpha of.906.In their six-country study, cosmopolitanism was a positive predictor of owning a personal portable stereo, CD and DVD players, a television set, a digital camera, a computer, a mobile phone, ATM and computer usage, Web surfing and E-mail, and DVD purchasing.Additionally, cosmopolitanism influenced purchase of a washing machine, a hair dryer, a vacuum, a refrigerator, and a microwave oven (Cleveland, Laroche, &Papadopoulos, 2009) .
H6:Individuals with strongly held cosmopolitan values prefer to buy global brands over domestic brands.
3.7 Global-Local Identity
As the above discussion of cosmopolitanism indicates, consumers hold many beliefs about themselves.Global-local identity extends the concepts of consumer self-identity.Zhang&Khare (2009) stated that individuals with local identities“have faith in and respect for local traditions and customs, are interested in local events, and recognize the uniqueness of local communities” (p.525) .Individuals with a global identity, in contrast, “believe in the positive effects of globalization, recognize the commonalities rather than dissimilarities among people around the world, and are interested in global events;broadly, being global means identifying with people around the world” (Zhang&Khare, 2009, p.525) .Global-local identities are complex, since individuals can maintain both local and global identities without much cognitive dissonance.In the context of global brands, individuals with local identities would/should prefer local brands;while consumers with global identities would/should prefer global brands.
H7:Individuals with strong local identities prefer to buy local brands over global brands.
3.8 Global Consumer Culture
Robertson (1987) defined globalization as“the crystallization of the world as a single space” (p.38) .Robertson's definition fits well within the established conceptualization of globalization as a series of“flows, ”across transnational boundaries, “of virtually everything that characterizes modern life:flows of capital, commodities, people, knowledge, information, ideas, crime, pollution, diseases, fashions, beliefs, images and so forth” (Tomlinson, 2007, p.352) .These“flows”enable brands to travel the world.Corporate marketing practice supports consumer experiences that“global brands[are]on the center stage.The evidence is everywhere:on the streets, in stores, in the media.Global brands are exerting their power and influence within various domains” (zsomer&Altaras, 2008, p.1) .
This tendency to homogenize markets has resulted in a global consumer culture.A global consumer culture emerges because not only consumers'needs are convergent across national boundaries but also because firms intentionally maintain a consistent global consumer culture positioning strategy in all markets (Alden, Steenkamp, &Batra, 1999) .Further, a global consumer culture positioning strategy can have either a local emphasis or a foreign emphasis.A local emphasis is“a strategy that associates the brand with local cultural meanings, reflects the local culture's norms and identities, is portrayed as consumed by local people in the national culture” (Alden, Steenkamp, &Batra, 1999, p.77) .A foreign consumer culture position, in contrast, stresses“the brand as symbolic of a specific foreign consumer culture;that is, a brand whose personality, use occasion, and/or user group are associated with a foreign culture” (Alden, Steenkamp, &Batra, 1999, p.77) .These two global consumer culture-positioning strategies dovetail with global-local identity discussed above.
H8:Individuals who strongly identify with a global consumer culture will prefer to buy the global brand over the domestic brand.
3.9 Exposure to multinational advertising
Closely linked with global consumer culture is exposure to multinational advertising.Consumers must be exposed not only to the global product but also to the global values which the product expresses.Frequently, but not exclusively, this exposure is through advertising (Arnould, 2011) .Mertz, He and Alden (2008) note that“advertising cross-culturally creates desires for the advertised products or services-whether affordable or not–and, as such, becomes associated with the inherent symbolism of those offerings” (p.172) -thereby simultaneously creating and reinforcing a global consumer culture.
H9:Individuals exposed to multinational advertising will be more likely to identify with and buy global brands over domestic brands.
4 GLOBAL BRAND PURCHASE MODEL
Models of consumer behavior suggest that consumer decision making is very complex (Lavidge-Steiner, 1961;Engel, Kollat&Blackwell, 1973) .Hierarchy-of-effects models help simplify information processing as a sequence of perceptual and cognitive processes.AIDA (awareness-interest-desireaction) is one well-known model.As a more specific and nuanced application, Percy and Elliot (2005) have summarized the brand communication process in terms of four stages:Category need-brand awareness-brand attitude-brand purchase intent.To date, though, few researchers have developed a hierarchical model specifically for global brands.The model outlined in Figure 1 attempts to fill that gap.Figure 1 also summarizes the relational influence of the attitudinal constructs described above (ethnocentrism, cosmopolitanism, global-local identify, global consumer culture and multinational advertising) on global brand purchase intent.
4.1 Research Methodology
The objective of this empirical study was to evaluate the relative contribution of each construct presented in Figure 1 (country COO, global brand familiarity, global brand liking, global brand trust) as an independent predictor of global brand purchase intent and to determine whether ethnocentrism, cosmopolitanism, global-local identify, global consumer culture and multinational advertising influenced purchase intent as well.
Ten global brands were chosen for this research.Table 1presents the global brands tested.These global brands were chosen to cover a wide variety of product categories (consumer electronics, fashion, banking, personal care products and automobiles) .In addition, the global brands chosen included low involvement (Colgate) and high involvement (BMW, Prada) products.Four brands were specifically chosen for their clear COO associations:BMW (Germany) , Chanel (France) , Haier (China) and Levi's (The United States) .All global brands were available in the PRC when the research was conducted (March-May 2010) .
Five point Likert-scales measured each construct.Importance of knowing a brand's COO ranged from“not at all important”to“very important.”Global brand familiarity ranged from“not at all familiar”to“very familiar”on a 5-point scale.Global brand trust was scaled“no trust at all”to“total trust.”Similarly, liking the brand ranged from“like nothing about the brand”to“like everything about the brand”on a 5-point scale.Finally, likelihood to purchase was a 5-point scale that ranged from“never purchase”to“always purchase.”It should be noted that these questions about the brands were phrased with a caveat, “if you were able”to purchase the brand.
Five attitudinal scales were designed to tap various aspects of consumer decision making:ethnocentrism, cosmopolitanism, global-local identity, global consumer culture and awareness of multinational advertising.All the scales used were subsets of previously published and validated survey instruments.Table 2 presents the attitudinal items used, and each scale's source, Cronbach alphas, and the factor loading for each item.
Note:A Principle Components Factor Analysis with Varimax Rotation was utilized for all the scales.1Item was not included in the final scale due to low factor loading.2Item was not included in the final scale due to low factor loading.
4.2 Recruitment of Respondents
A four-phase recruitment procedure was utilized for this study.
Phase 1:Selection of key distributors
A personally addressed e-mail was sent to key distributors who have ability to understand both Chinese and English.The key distributors agreed to cooperate in an ongoing global brand study.The key distributors were composed of the Dean of Shanghai Normal University, Shanghai;a faculty member of Jishou University, Hunan;and 10 Chinese for whom researchers have contact information previously.After receiving confirmation from the key distributors, researchers made phone contact with them.During the conversation, researchers explained the purpose of this study and encouraged them to disseminate this information to their acquaintances in China.When researchers sent an English e-mail to the key distributors, it was translated into Chinese and was then distributed to the participants.
Phase 2:Invitation
Two ways of approaching the participants were used: (1) personal invitation by e-mail (in Chinese) from key distributors and (2) a discussion board in the Chinese social network (online community) .In terms of personal invitation, each participant received an e-mail inviting him or her to participate in a confidential Global Brand Survey via the web.The message was distributed from the key distributors in order to avoid having it viewed as a junk e-mail.The e-mail included a brief introduction to the survey and a hypertext link contained within the message.When participants clicked the link, their computer's default web browser was directed to surveymonkey.com, an online survey research site, where the complete questionnaire was accessible in Chinese.The e-mail also included additional instructions on how to access the survey by typing in a URL when the browser was not able to launch the survey site appropriately.In the invitation message, participants were assured that the data they provided were transmitted to a secured site, remained confidential, and would be used only for the purposes of this study.The hypertext link could be used only once to access the questionnaire.When the participants attempted to access the site again, a message was provided that they already completed the survey and it was no longer available for access.
The second approach to participants was through Chinese social networks (Online community) that key distributors were engaged in.The members of communities were mainly those who graduated from their college and employed in the various companies.The purpose of the online community is to keep their social network after they graduated from their schools.Within the online community, each key distributor can send a message to every member.The key distributors posted a brief introduction to the survey and a hypertext link in the message.In addition, the key distributors encouraged their friend's family member to participate in this study.
Phase 3:First reminders
Four weeks after the first e-mail message was sent to the participants and after the survey database was checked for the number of participants, a reminder e-mail message was sent to those participants who had not yet responded.This message includes the same information as the first e-mail (short introduction and hypertext link to the web questionnaire) in case the previous e-mail message had not been delivered to the person.The same information was provided in the online community.
Phase 4:Second reminders
Four weeks after the first reminder e-mail, a second reminder message was sent, after the survey database was again checked.Key distributors sent an e-mail reminder to the participants to encourage them to complete the survey.The same information was provided in the online community.
5 RESULTS
5.1 Respondent Profiles
The study sample consisted of 296 Chinese aged 19–60years, who currently hold Chinese citizenship and reside in the People's Republic of China (See Table 3) .The majority of the sample was female, 63.2%.Almost 41%had some college or university work, while 55.2%had a bachelor's degree or better.The majority of the sample was not married at 83.8%.Almost 47%were unemployed while 52.7%were employed part-time or full-time.The average age of the respondents was 24.8 years.
Respondents indicated they did not particularly feel a part of the global consumer culture with an average of 7.9 out of a possible 15 (See Table 4) .Chinese respondents definitely felt more cosmopolitan and saw global advertising.In terms of their global-local identities, respondents felt more bound by local traditions and felt the local way of life was harmed by globalization.However, they were more ethnocentric having a mean of7.7 out of 20.There was a disparity between their cosmopolitan views and their more inward leanings in terms of appreciating the local way of life and their more ethnocentric world view.
Note:For global consumer culture, scores can range from 3 to 15.For cosmopolitanism, scores can range from 3 to 15.For multinational advertising, scores can range from 4 to 20.For global-local, scores can range from 2 to 10.For ethnocentrism, scores can range from 4 to 20.
5.2 Means for Familiarity, Trust, Liking, COO, and Pur-chase
Intent For familiarity, Chinese respondents indicated the least familiarity with Prada (2.92) , Zara (3.04) , Avon (3.15) , and Levi's (3.21) .The greatest level of familiarity was for Haier (4.23) , Colgate (4.22) , and Samsung (4.10) See Table 5.
Note:Based on Tukey Kramer multiple comparisons, difference between means greater than 0.30 were significant at p≤0.05 for familiarity (See Table 5) .For trust, mean differences greater than 0.36 were significant at p≤0.05.For liking, mean differences greater than 0.37 were significant at p≤0.05.For strong-weak, mean differences greater than 0.33 were significant at p≤0.05.For COO, mean differences greater than 0.41 were significant at p≤0.05.For purchase intent, mean differences greater than 0.36 were significant at p≤0.05.
Concerning trust, the least trusted global brand was Zara at 2.59.The most trusted global brands were BMW (4.34) , Chanel (4.16) , Haier (4.08) , and Levi's (3.99) .For liking, the least liked global brand was Avon at 2.50.The most liked global brands were BMW (4.0) , Chanel (3.88) , Haier (3.66) , and Prada (3.66) .For knowing the country-oforigin, respondents felt it was most important for the brands BMW and Haier both at 3.38 and for Chanel at 3.13.The least need-to-know country-of-origin was Avon at 2.26.Finally for purchase intent, the brand most likely to be purchased was Colgate at 4.11.The least likely brand to be purchased was HSBC at 2.23.
5.3 Regressions
Separate stepwise multiple regressions were run for the ten brands.The dependent variable was likelihood of purchase of the brand while the independent variables included familiarity with the brand, degree of trust in the brand, degree of liking the brand, and importance of knowing the county-of-origin of the brand.The highest VIF value was 2.3 for trust in Haier with all the remaining VIF values across all the models being below 2.1.All values indicate that multicollinearity was not a problem for any of the models (See Table 6) .
Most of the models were robust in their predictive ability.The exceptions were BMW with an adjusted R2of 0.122 and HSBC with an adjusted R2of 0.213.The most frequently occurring significant predictor across the ten models was global brand liking (7 times) .This confirms H3 that global brand liking increases the likelihood of purchasing global brands.The only brands where brand liking did not occur were BMW, HSBC and Levi's.
Global brand familiarity was a predictor for seven brands, including Avon, BMW, Chanel, Colgate, Levi's, Prada, and Zara.This data would confirm H2, that familiarity with a global brand increases the likelihood of purchase intention.Trust was a significant predictor six times with the exceptions being Avon, BMW, Chanel, and Prada thus giving confirmatory evidence that greater global brand trust increases the likelihood of purchase (H4) .COO was a significant predictor for only Avon.Thus, COO did not have an effect on purchase intent.H1 was not confirmed.
For the most part, the attitudinal scales that were used as predictors in the models had limited predictive ability.They appeared in five of the models.Ethnocentrism, desire to emulate global consumer culture, and multinational advertising did not appear as a predictor in any of the models.H5, H8, and H9 were not confirmed.Cosmopolitanism appeared in one model, Colgate, thus not confirming H6.
Global-Local Identity appeared in four models:Chanel, Haier, HSBC, and Prada.When the construct was significant, all weights for Global-Local were negative weight.For Global-Local Identity, the negative loadings indicated that respondents tended to disagree with the three statements in the scale:
·I believe that the local way of life is harmed by globalization.
·I respect my local traditions.
·I believe parents should pass along local customs to their children.
There was limited support for H7.
The only demographic to appear in the models was gender.Males were more likely than females to have higher purchase intent for HSBC while males were less likely to be interested in the purchase of Zara.
6 DISCUSSION
As noted above (Table 5) , Colgate, Haier and Samsung had the highest mean score for global brand familiarity.This is not surprising, since Chinese consumers view all three brands favorably.Colgate, for example, has had a huge impact on Chinese life.Since the brand was introduced in China, it has achieved high penetration rates in Chinese market.The Chinese believe that Colgate was very successful in creating various flavors (such as green tea and honey) and introducing new product design (such as a tub design for children) that helps meet the needs of such domestic products in the Chinese market.In addition, Colgate is positioned as being of high quality and an inexpensive brand.Advertising expenditures are strong for the brand.
Haier is a very interesting brand in that it scored higher on all of the variables (familiarity, trust, liking, COO, and purchase intention) .This brand projects a unique image to the Chinese.They see Haier as a representation of China because it is the first global brand from China.In addition, Chinese view Haier as a high quality company.
Samsung is a brand that is seen by most Chinese as limited to the electronics market.For example, many Chinese attributed the image of Samsung mainly to cell phone products, even though Samsung produces various products such as TV, monitors, printer, semi-conductors, etc.Despite of the limited view point of the brand, Chinese see the Samsung brand as user friendly because they find it simpler to input text message in the cell phone.The innovative design of the phone is also more up to date with advanced features.
Table 6 supports earlier research (Deli-Grey, Haefner, &Rosenbloom, 2012) that brand liking is the strongest overall predictor of global brand purchase intent.In this regard, these respondents appeared similar to respondents in Hungary and Bulgaria, where similar research was conducted (Rosenbloom, Marcheva, &Haefner, 2011) .
For Colgate, HSBC and Levi's, trust was the strongest predictor.One possible explanation for this finding is the hedonic-utilitarian classification of products.Products that emphasize pleasure and affective emotions are hedonic while products that stress functional attributes are utilitarian.Trust can be linked with utilitarian product benefits, while liking is more associated with hedonic products.It seems reasonable to speculate that toothpaste is most valued for its many utilitarian benefits (fresh breath, white teeth, etc.) and that HSBC is a similarly valued for its utilitarian benefits (safety of deposits, security of ATM machines, etc.) .Similarly, Levi's, a quintessential American brand, might be valued for its utilitarian benefits as well.In this case, trust equals quality.While more expensive than domestic, Chinese jeans brands, Levi's are noted for their stringent quality control in manufacturing.
Lastly and perhaps the most interesting finding is the absence of most of the attitudinal scales as independent predictors of global brand purchase intent.While the research described in the literature review suggests many interesting conceptual ideas, by and large, respondent orientation towards ethnocentrism (the desire to emulate global consumer culture) and exposure to multinational advertising were not predictors of purchasing these global brands.
Only global-local identity had limited predictive power.Since the loadings in all cases were negative, this finding seems to suggest that this respondent group moderated both traditional Chinese values (many of which are Confucian) and the collective often associated with Chinese culture (Hofstede, 2001) .
