Measurement of Consumer's Brand Cognitive Confusion in China's Maritime and Land Silk Road Area.

Research on brand cognition has mainly focused on examining its influence on the behavioral outcomes. Many areas in brand information reception and processing, however, have been neglected, such as research on how consumers react to the complex information environment. As such, firstly, this research gives the connotation of brand cognitive confusion based on interdisciplinary literature review. Secondly, the research develops and validates a scale to measure brand cognitive confusion and bases its measurement on Chinese mobile phone market. Considering the inter-regional development imbalance in China and China's current regional development strategy, the research uses samples from both eastern coastal provinces and western in-land province in China's maritime and land silk road area. Finally, the research builds the conceptual model that consists of four dimensions: product quality confusion, product function confusion, brand personality confusion and enterprise capacity confusion. [ABSTRACT FROM AUTHOR]