First, we define the origin of the brands based on two factors: 1) the owner of a brand: a foreign company or a domestic firm, and 2) the origin of a brand: foreign origin or Chinese origin. For instance, if the owner of a brand is a foreign company, and the original brand name (not the Chinese translation) is in another language other than Chinese, the brand is coded as foreign. Domestic brands are those owned by Chinese companies and originated in the Chinese language. This definition also applies to products made by Sino-foreign joint ventures in China. In addition, the brands of Taiwanese and Hong Kong companies are coded as foreign because the owners of the brands are not from Mainland China, even though they may be in the Chinese language. Most joint ventures and wholly owned subsidiaries of foreign multinationals use foreign brands for their products. The cases in which foreign firms develop Chinese brands are rare. To code the origin of brands as foreign or domestic, two graduate research Chinese assistants were trained. They are both of Chinese origin ,thus familiar with the product