| ACKNOWLEDGEMENTS | 第1-7页 |
| ABSTRACT | 第7-15页 |
| CHAPTER 1 INTRODUCTION | 第15-26页 |
| §1.1 Background of the Study | 第15-17页 |
| §1.2 Statement of the Problem | 第17-18页 |
| §1.3 Objectives of the Study | 第18页 |
| §1.4 Significance of the Study | 第18-19页 |
| §1.5 Definitions of the Terminology | 第19-21页 |
| ·Cognitive Dissonance | 第19页 |
| ·Culture | 第19页 |
| ·Brand | 第19-20页 |
| ·Customer Satisfaction | 第20页 |
| ·Brand Trust | 第20页 |
| ·Brand Loyalty | 第20-21页 |
| §1.6 Methodology and Structure of the Dissertation | 第21-26页 |
| ·Research Methodology | 第21-23页 |
| ·Dissertation Structure | 第23-24页 |
| ·Technological Process of the Study | 第24-26页 |
| CHAPTER 2 LITERATURE REVIEW | 第26-48页 |
| § 2.1 The Concept of Brand | 第26-28页 |
| § 2.2 The Concept of Consumer Experience | 第28-30页 |
| § 2.3 Cognitive Dissonance and Consumer Experience | 第30-33页 |
| § 2.4 Customer Experience and Brand Trust | 第33-35页 |
| § 2.5 Brand Trust and Brand Loyalty | 第35-38页 |
| § 2.6 Concept of Culture | 第38-39页 |
| § 2.7 Consumer Experience and Culture | 第39-48页 |
| CHAPTER 3 HOME APPLIANCES SECTOR IN CHINA AND PAKISTAN:AN OVERVIEW | 第48-54页 |
| § 3.1 Home Appliances Sector in China | 第48-50页 |
| § 3.2 Marketing in the Home Appliances Sector of China | 第50-51页 |
| § 3.3 Home Appliances Sector in Pakistan | 第51-52页 |
| § 3.4 Marketing in Home Appliances Sector in Pakistan | 第52-54页 |
| CHAPTER 4 THEORETICAL MODEL AND HYPOTHESES | 第54-68页 |
| § 4.1 Theoretical Model | 第54-55页 |
| § 4.2 Relationship between Social Factors, Market Factors, Structural Factors and Cognitive | 第55-61页 |
| ·Market Competition and Customer Cognitive Dissonance | 第57-58页 |
| ·Cognitive Dissonance and Social Factors | 第58-60页 |
| ·Cognitive Dissonance and Market Factors | 第60-61页 |
| § 4.3 Relationship between Cognitive Dissonance and Customer Satisfaction | 第61-64页 |
| § 4.4 Relationship between Customer Satisfaction and Brand Trust | 第64-66页 |
| § 4.5 Relationship between Brand Trust and Re-thinking Process | 第66-68页 |
| CHAPTER 5 RESEARCH METHODOLOGIES | 第68-80页 |
| § 5.1 Research Design | 第68页 |
| § 5.2 Participants | 第68-69页 |
| ·Population | 第68-69页 |
| ·Samples | 第69页 |
| § 5.3 Demographic Characteristics of Respondents | 第69-76页 |
| ·Gender | 第70页 |
| ·Age | 第70-71页 |
| ·Level of Education | 第71页 |
| ·Occupation of the Customer | 第71-72页 |
| ·Income Level of the Customer | 第72-73页 |
| ·Brand Used by Customer | 第73-76页 |
| § 5.4 Measurement | 第76-79页 |
| § 5.5 Data Processing | 第79页 |
| ·Editing Data | 第79页 |
| ·Scaling | 第79页 |
| § 5.6 Data Analysis | 第79-80页 |
| CHAPTER 6 RESULTS AND FINDINGS | 第80-113页 |
| § 6.1 Relationship between Customer Cognitive Dissonance and Market Factors | 第80-82页 |
| § 6.2 Relationship between Customer Satisfaction and Market Factors | 第82-83页 |
| § 6.3 Relationship between Brand Trust, Customer Satisfaction and Market Factors | 第83-85页 |
| § 6.4 Relationship between Customer Cognitive Dissonance and Market Competition | 第85-98页 |
| § 6.5 Relationship between Cognitive Dissonance and Customer Satisfaction | 第98-104页 |
| § 6.6 Relationship between Customer Satisfaction and Brand Trust | 第104-111页 |
| § 6.7 Relationship between Brand Trust and Customer Re-thinking Process | 第111-112页 |
| § 6.8 Discussions | 第112-113页 |
| CHAPTER 7 CONCLUSIONS AND IMPLICATIONS | 第113-116页 |
| § 7.1 Conclusions | 第113-114页 |
| § 7.2 Implications | 第114-115页 |
| § 7.3 Limitations and Future Research Directions | 第115-116页 |
| QUESTIONNAIRE | 第116-125页 |
| REFERENCES | 第125-142页 |
