Research Paper On Teether

The majority of participants expressed that the brand is one of the most important attributes they will consider when purchase teether. However, it should be noted that their understandings of brand are different. For example,
Interviewee M1 shared “Brand. Brand means safety and durability. I will put brand into the first consideration but emphasise safety.”
Interviewee M6 shared “Brand is my first concern. The users of teether are baby…the brand has several means, for me, brand is a way to reflect the safety and quality…the brand for teether must include more safety and more comfortable. In this aspect, I will use word of mouth and some experience reference from other mothers. The philosophy of design will also express company’s brand.”
Interviewee M7 shared “Brand. I always think foreign brands are more safety than domestic brands…If a foreign branded product are manufactured in China, I still think is has better quality because I think the standards are different even though manufactured in China. Furthermore, the market supervision system in China is weaker than foreign. Therefore, the exported products must have higher quality otherwise these products will be returned. “ …show more content…
It can be seen from above responses that although they used the term of brand as a key attribute, they also focused on safety. It means that they blended brand and safety together. Brand image has become a symbolic term of safety. Furthermore, participants thought the brand image toward developed countries is higher than domestic. Previous literature found similar phenomenon that consumers have encapsulated the brand image into country image when they evaluate brand from a specific country (Diamantopoulos et al., 2011). Therefore, brand image influences country image, and then influences consumers’ purchase