| Acknowledgements | 第1-5页 |
| 摘要 | 第5-6页 |
| Abstract | 第6-9页 |
| Chapter 1 Introduction | 第9-13页 |
| ·Background of the Study | 第9-11页 |
| ·Scope of the Thesis | 第11页 |
| ·Method of the Thesis | 第11-12页 |
| ·Organization of the Thesis | 第12-13页 |
| Chapter 2 Culture and Cultural Diffe rences | 第13-29页 |
| ·Culture defined | 第13-16页 |
| ·National culture---Hofstede s Cultural Value Dimensions | 第16-21页 |
| ·Edward Hall s High-context and Low-context Orientation | 第21-23页 |
| ·High-context versus Low-context Orientation | 第21-22页 |
| ·Holistic Thinking Pattern versus Analytical Thinking Pattern | 第22-23页 |
| ·Cultural Comparison of Western and East Asian Consumers | 第23-24页 |
| ·Cultural Patterns and the Roots of Chinese Society and American Society | 第24-29页 |
| ·Chinese Cultural Patterns and the Roots | 第24-27页 |
| ·American Cultural Patterns and the Roots | 第27-29页 |
| Chapter 3 Brand Concepts and Conceptual Frame work | 第29-40页 |
| ·Brand Defined | 第29页 |
| ·Brand Perception | 第29-34页 |
| ·Brand Image | 第32-33页 |
| ·Brand Awareness | 第33-34页 |
| ·Kevin Lane Keller s Brand PerceptionModel | 第34-37页 |
| ·Cross-cultural Research on Brand Concepts | 第37-38页 |
| ·Conceptual Framework | 第38-40页 |
| Chapter 4 Research Method | 第40-48页 |
| ·Qualitative Research Method | 第40-41页 |
| ·Sample Analysis | 第41-44页 |
| ·Product Selection and Principles | 第41-42页 |
| ·Brand Selection and Principles | 第42-43页 |
| ·Interviewee Selection | 第43-44页 |
| ·In-Depth Interview | 第44-47页 |
| ·Result Analyzing Method | 第47-48页 |
| Chapter 5 Findings and Analysis | 第48-64页 |
| ·Chinese Consumers Brand Perception Traits | 第48-55页 |
| ·Brand Image: Q uality, Corporation, Country of Origin, Symbolic meaning | 第49-54页 |
| ·Brand Awareness: Advertisement, Word-of-Mouth | 第54-55页 |
| ·AmericanConsumer s Brand Perception Traits | 第55-59页 |
| ·Brand Image: Product Tier, Sensory Gratification | 第55-57页 |
| ·Brand Awareness: Advertisement, Self-judgment | 第57-59页 |
| ·Analysis of the Cultural Impact to Brand Perception | 第59-64页 |
| ·CulturalFactorsAffecting Consumers Brand Perception | 第59页 |
| ·Collectivism vs Individualism | 第59-61页 |
| ·Difference in Power Distance | 第61页 |
| ·Difference in Thinking Pattern | 第61-63页 |
| ·Socioeconomic Factors | 第63-64页 |
| Chapter 6 Implications for Brand Manage ment in China | 第64-68页 |
| ·Attach Great Significance to Quality Management | 第64-66页 |
| ·Improve Corporate Competitiveness | 第66-67页 |
| ·Appropriately Emphasize Social Brand Image | 第67-68页 |
| Chapter 7 Conclusion | 第68-71页 |
| ·Summary | 第68-69页 |
| ·Limitations and Further Research Suggestions | 第69-71页 |
| Bibliography | 第71-76页 |
| Appendix: Intervie w Record | 第76-79页 |
