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Zhuang, G., Zhou, N., & Zhou, L. (2006). National-Brand Consciousness, Brand Characteristics, and Consumers’ Preference for Indigenous Brands. Management World, No. 7, 85-94. (In Chinese)

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• TITLE: Chinese Female Undergraduate’s Explicit and Implicit Attitude toward Chinese Skincare Brands and Japanese and South Korean Skincare Brands

  AUTHORS: Yuanyan Hu, Shengyan Qiu, Shaohua Chen, Jinghui Bi

  KEYWORDS: Brand, Implicit Attitude, Explicit Attitude, IAT, Skincare

  JOURNAL NAME: Chinese Studies, Vol.7 No.1, January 15, 2018

  ABSTRACT: The study aimed to explore the Chinese female college students’ attitudes toward skincare brands (including Chinese brands and Japanese and Korean brands) by comparing the results of self-report survey and the Implicit Association Test (IAT). The results showed that participants have inconsistent response patterns in explicit/implicit measures toward Chinese brands and Japanese and Korean brands, and both explicit and implicit attitude measures are significantly differences. That is, participants holds a more positive attitude on Japanese and Korean brands than Chinese brands in explicit attitude, but a more negative in implicit attitude.