How Chinese Face Perception Influences Consumer’s Implicit and Explicit Attitude towards Brand Country of Origin

Zhuomin Shi, Linlin Wen, Lijie Fan


Chinese people pay much attention to their faces. Face plays a very important role in Chinese daily life. Chinese
people usually do kinds of Face Works in order to earn face, enhance face, or save face. Face work influences
consumer’s attitude toward brand country of origin (BCO) in China market. What’s more, face work makes it
different between implicit and explicit attitudes towards a certain brand. Although existing literatures have
verified some factors that affect implicit and explicit attitudes towards BCO, few research study the effect of
face perception on BCO. The study uses both questionnaire and IAT technique to measure the effect of face
perception on the implicit and explicit attitudes toward BCO. Results showed that: (1) consumers with high face
perception have a more positive explicit attitude toward Japanese /American brands, and (2) face perception
moderates the relationship between implicit and explicit attitudes towards BCO.

Full Text:



International Journal of Business and Management   ISSN 1833-3850 (Print)   ISSN 1833-8119 (Online)

Copyright © Canadian Center of Science and Education

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.