| ABSTRACT | 第5页 |
| CHAPTER 1 INTRODUCTION | 第16-18页 |
| CHAPTER 2 LITERATURE REVIEW | 第18-34页 |
| 2.1 Product country image definition overview | 第18-23页 |
| 2.1.1 Han's definition of two models of image | 第18页 |
| 2.1.2 Image as a multidirectional construct | 第18页 |
| 2.1.3 The equity term | 第18-19页 |
| 2.1.4 Country origin term | 第19页 |
| 2.1.5 Personal image; national character | 第19-20页 |
| 2.1.6 Cultural distance | 第20-21页 |
| 2.1.7 Social status and country origin preferences | 第21页 |
| 2.1.8 Image of tourism destination | 第21页 |
| 2.1.9 Studies for country image for food | 第21-22页 |
| 2.1.10 Ethnocentrism | 第22页 |
| 2.1.11 Summary and conclusions of the overall concept of product country image | 第22-23页 |
| 2.2 Product country image measurement tools | 第23-26页 |
| 2.2.1 Nagashima method design for product and country image | 第23-24页 |
| 2.2.2 The two format questionnaire analysis of Jaffe and Nebenzhal | 第24页 |
| 2.2.3 CESTSCALE method | 第24页 |
| 2.2.4 Parameswaran and Pisharodi scale method | 第24页 |
| 2.2.5 Heslop and Papadopoulos PCI scale | 第24页 |
| 2.2.6 Perceived differences among countries: Measurement tool | 第24-25页 |
| 2.2.7 Cluster analysis method | 第25页 |
| 2.2.8 Multiple regression analysis | 第25页 |
| 2.2.9 News database collecting method | 第25页 |
| 2.2.10 Lala, Allred,&Chakraborty final seven dimension scale | 第25页 |
| 2.2.11 Summary and conclusions of the PCI methods | 第25-26页 |
| 2.3 Image of Spain in China | 第26-30页 |
| 2.4 Image of China in Spain | 第30-34页 |
| CHAPTER 3 CHINA-SPAIN PRODUCT COUNTRY IMAGE STUDY | 第34-46页 |
| 3.1 Design of the study | 第34-42页 |
| 3.1.1 The hypothesis, China consumers view towards Spain product | 第34-38页 |
| 3.1.1.1 Price view is composed by these five elements | 第34页 |
| 3.1.1.2 Quality view is composed by these five elements | 第34-35页 |
| 3.1.1.3 Technology view is composed by these five elements | 第35-36页 |
| 3.1.1.4 Inventiveness view is composed by these five elements | 第36-37页 |
| 3.1.1.5 Known brands view is composed by these five elements | 第37-38页 |
| 3.1.2 The hypothesis, Spain consumers view towards Chinese product | 第38-42页 |
| 3.1.2.1 Price view is composed by these five elements | 第38页 |
| 3.1.2.2 Quality view is composed by these five elements | 第38-39页 |
| 3.1.2.3 Technology view is composed by these five elements | 第39-40页 |
| 3.1.2.4 Inventiveness view is composed by these five elements | 第40-41页 |
| 3.1.2.5 Known brands view is composed by these five elements | 第41-42页 |
| 3.2 A preliminary investigation in Chengdu of the overall image of Chinese consumers towards Spain | 第42-46页 |
| 3.2.1 Description | 第42-44页 |
| 3.2.2 Corrections | 第44-46页 |
| CHAPTER 4 METHODOLOGY | 第46-50页 |
| 4.1 The sample study | 第46-47页 |
| 4.1.1 In China | 第46页 |
| 4.1.2 In Spain | 第46-47页 |
| 4.2 Variable search | 第47页 |
| 4.3 Questionaire Design | 第47-49页 |
| 4.4 Data Analysis for China and Spain | 第49-50页 |
| 4.4.1 Cronbach validity tests | 第49页 |
| 4.4.2 Comparative descriptive statistics forsingle variables and group variables(Dimensions) | 第49页 |
| 4.4.3 Correlation of our five selectedproduct variables with our product country image variables | 第49-50页 |
| CHAPTER 5 FINDINGS AND DISCUSSION | 第50-104页 |
| 5.1 Reliability test | 第50-51页 |
| 5.2 Descriptive Findings | 第51-94页 |
| 5.2.1 The Sample | 第51-53页 |
| 5.2.2 COUNTRY IMAGE | 第53-64页 |
| 5.2.2.1 Economic Condition Dimension | 第53-54页 |
| 5.2.2.2 Conflict dimension | 第54-56页 |
| 5.2.2.3 Political structure dimension | 第56-58页 |
| 5.2.2.4 Vocational training dimension | 第58-59页 |
| 5.2.2.5 Environment dimension | 第59-61页 |
| 5.2.2.6 Labourdimension | 第61-64页 |
| 5.2.3 PERSONAL IMAGE | 第64-67页 |
| 5.2.3.1 Personal work culture dimension | 第64-65页 |
| 5.2.3.2 Other personal image | 第65-67页 |
| 5.2.4 PRODUCT IMAGE | 第67-82页 |
| 5.2.4.1 Price & value dimension | 第67-71页 |
| 5.2.4.2 Service & engineering dimension | 第71-74页 |
| 5.2.4.3 Advertising & reputation dimension | 第74-76页 |
| 5.2.4.4 Design&style dimension | 第76-78页 |
| 5.2.4.5 Consumers' profile dimension | 第78-79页 |
| 5.2.4.6 General country knowledge dimension | 第79-82页 |
| 5.2.5 DIMENSIONS | 第82-94页 |
| 5.2.5.1 National image | 第82-88页 |
| 5.2.5.2 Product Image | 第88-94页 |
| 5.3 Correlations and hypothesis results | 第94-104页 |
| 5.3.1 Product price image | 第94-96页 |
| 5.3.2 Product quality image | 第96-98页 |
| 5.3.2.1 Quality view of Chinese consumers towards Spanish products | 第96-97页 |
| 5.3.2.2 Quality view of Spanish consumers towards Chinese products | 第97-98页 |
| 5.3.3 Product technology image | 第98-100页 |
| 5.3.3.1 Technology view of Chinese consumers towards Spanish products | 第98-99页 |
| 5.3.3.2 Technology view of Spanish consumers towards Chinese products | 第99-100页 |
| 5.3.4 Product inventiveness image | 第100-101页 |
| 5.3.4.1 Inventiveness view of Chinese consumers towards Spanish products | 第100-101页 |
| 5.3.4.2 Inventiveness view of Spanish consumers towards Chinese products | 第101页 |
| 5.3.5 Product known brands | 第101-104页 |
| 5.3.5.1 Known brands view of Chinese consumers towards Spanish products | 第101-102页 |
| 5.3.5.2 Known brands view of Spanish consumers towards Chinese products | 第102-104页 |
| CHAPTER 6 CONCLUSIONS | 第104-110页 |
| 6.0 Cross country national view | 第104-105页 |
| 6.1 Cross country product view | 第105-106页 |
| 6.2 Cross country correlations for price, quality, technology, inventiveness andknown brand concepts | 第106-108页 |
| 6.2.1 View of Chinese consumers towards Spanish product price | 第106页 |
| 6.2.2 View of Spanish consumers towards Chinese product price | 第106页 |
| 6.2.3 View of Chinese consumers towards Spanish product quality | 第106页 |
| 6.2.4 View of Spanish consumers towards Chinese productsquality | 第106-107页 |
| 6.2.5 View of Chinese consumers towards Spanish productstechnology | 第107页 |
| 6.2.6 View of Spanish consumers towards Chinese productstechnology | 第107页 |
| 6.2.7 View of Chinese consumers towards Spanish product inventiveness | 第107页 |
| 6.2.8 View of Spanish consumers towards Chinese product inventiveness | 第107-108页 |
| 6.2.9 View of Chinese consumers towards Spanish product known brands | 第108页 |
| 6.2.10 View of Spanish consumers towards Chinese product known brands | 第108页 |
| 6.3 Limitations and suggestions for future research | 第108-109页 |
| 6.4 Contribution of the study and future perspectives | 第109-110页 |
| REFERENCES | 第110-116页 |
| APENDIX A Questionnaire format and results | 第116-120页 |
| APENDIX B Survey questionnaire in China | 第120-123页 |
| APENDIX C Survey questionnaire in Spain | 第123-126页 |
| APENDIX D.Correlation tables | 第126-148页 |
| Table D1 Correlation results for China view towards Spain product price image | 第126页 |
| Table D2 Correlation results for Spain view towards China product price image | 第126-128页 |
| Table D3.Correlation results for China view towards Spain product quality image | 第128-130页 |
| Table D4 Correlation results for Spain view towards China quality product image | 第130-133页 |
| Table D5 Correlation results for China view towards Spain product technologyimage | 第133-135页 |
| Table D6 Correlation results for Spain view towards China product technologyimage | 第135-138页 |
| Table D7 Correlation results for China view towards Spain productinventivenessimage | 第138-141页 |
| Table D8 Correlation results for Spain view towards China productinventivenessimage | 第141-143页 |
| Table D9.Correlation results for China view towards Spain product known brandsimage | 第143-145页 |
| Table D10 Correlation results for Spain view towards China product knownbrandsimage | 第145-148页 |
| PUBLICATIONS | 第148-149页 |
| ACKNOWLEDGEMENT | 第149-150页 |
| VITA | 第150页 |
