There is an existing associations that China and Asia countries tend to get very low marks for trustworthiness which mean that there is no high quality standard in the Lenovo brands among the worldwide point of views and these will affect to the ThinkPad brand which is impacted on brand’s equity (Aaker,1991 and Keller ,1993) For this reason, Lenovo overcame by acquired the IBM PC’s division to shift the brand image and personality because the cooperation with strong reputation brand can enhance product quality perception and brand attitude in consumer’s mind (Voss and Gammoh, 2004). Importantly, Lenovo maintained the IBM service support globally for the next five years to keep the standard for ThinkPad’s customer and reassuring the high quality of product and service. However, Keller et al., (2012) define that the favourable associations of country of origin affect to brand equity, therefore, it can be assumed that the ThinkPad brand which is from a high favourability origin country- United States might affect to the equity of brand when it transferred to be Lenovo in lower favourability – China.
There is an existing associations that China and Asia countries tend to get very low marks for trustworthiness which mean that there is no high quality standard in the Lenovo brands among the worldwide point of views and these will affect to the ThinkPad brand which is impacted on brand’s equity (Aaker,1991 and Keller ,1993) For this reason, Lenovo overcame by acquired the IBM PC’s division to shift the brand image and personality because the cooperation with strong reputation brand can enhance product quality perception and brand attitude in consumer’s mind (Voss and Gammoh, 2004). Importantly, Lenovo maintained the IBM service support globally for the next five years to keep the standard for ThinkPad’s customer and reassuring the high quality of product and service. However, Keller et al., (2012) define that the favourable associations of country of origin affect to brand equity, therefore, it can be assumed that the ThinkPad brand which is from a high favourability origin country- United States might affect to the equity of brand when it transferred to be Lenovo in lower favourability – China.
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