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Abstract Foreign branding and local branding have been frequently used in China’s marketing practices. Though there is some research worldwide, there is still no specific research focusing on the effects, factors and psychological mechanism of them. The two studies of the article showed how brand names affected consumers’ attitudes and preferences. More importnatly, the studies supported the psychological mechanism hypotheses. The article also revealed the interactions of brand names and advertising claims of product attributes.
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Received: 27 April 2010
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2010, Vol. 1 
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