7 have largely ignored the effect of local market
conditions and the competitive strengths of local
brands (Gao et al., 2006). Given the tumblingdown
of trade barriers, the competition between
foreign and domestic brands is expected to intensify
in China. Research based on actual purchase
data of both foreign and domestic brands
would help to generate solid evidence of consumers’
brand choices and meaningful implications
for brand management in emerging market
economies.