The Study on the Change of Consumers' Brand Recognition

Consumers' low-end recognition on Chinese brands largely hinders the leap from low-end to high-end. This study focuses on the change process and conditions of consumers' brand recognition and the article is a partial result. The grounded-theory is applied to analyze the affecting factors and the conditions in which original recognition changes, and ultimately the process model of recognition change is obtained. The model indicates that there are three cognitive states during the formation of the recognition, namely ignorance, acceptance and belief. According to the development of these three states, the paper also draws the affecting factors. To explore the recognition change process from a psychological perspective helps to master the consumers' brand recognition changing process in a real business environment.