Abstract:

Based on analyzing the theory of country-of-origin effect and considering the characteristics of garment industry, this study deduces the consumer’s attitude to the clothing brand from six different countries including the United States, France, Britain, Japan, South Korea and China by survey approach. The effect of the image of country-of-origin on customer’s product beliefs and brand attitudes was investigated. The correlation between consumer’s product beliefs and brand attitudes was analyzed. This research drew conclusions as follows：Country-of-origin effect does exist in Chinese consumers；Four dimensions of country-of-origin image i.e. country indentify, brand stereotypes, country developing level, fashion leading power have influence to customer’s product beliefs；it has correlativity between consumer’s product beliefs and brand attitudes of clothing brand from country-of-origin.