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Drawing upon the literature of country image and country of origin effect, this study developed the research model which can be used to evaluate the country image of China. In order to test the hypotheses of this research, a survey was carried out towards Korean consumers to examine their attitudes to Chinese famous brand which names as Haier, together to investigate the effects of country image on brand attitude and purchase intentions. As a result, China’s county image was composed by four dimensions which were country political image, country economic image, people image and country relative image, country image directly had a positive impact on brand attitude, on the other side, through brand attitude country image also indirectly had a positive impact on consumer’s purchase intentions. These findings not only provided theoretical evidence to the study of China’s country image but also gave empirical evidence to the management of Chinese enterprises.


Drawing upon the literature of country image and country of origin effect, this study developed the research model which can be used to evaluate the country image of China. In order to test the hypotheses of this research, a survey was carried out towards Korean consumers to examine their attitudes to Chinese famous brand which names as Haier, together to investigate the effects of country image on brand attitude and purchase intentions. As a result, China’s county image was composed by four dimensions which were country political image, country economic image, people image and country relative image, country image directly had a positive impact on brand attitude, on the other side, through brand attitude country image also indirectly had a positive impact on consumer’s purchase intentions. These findings not only provided theoretical evidence to the study of China’s country image but also gave empirical evidence to the management of Chinese enterprises.


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China’s Country Image, Brand Attitude, Purchase Intention, Country of Origin Effect