Young Chinese consumers' brand perception; the role of mianzi as moderator

The basic purpose of this study was to investigate the role of exposure and past experience on consumers' brand perception, as mediated by three variables (perceived quality, brand recall, and satisfaction) and moderated by mianzi. Using data collected from a survey of 331 customers, brand perception models for two diverse kinds of products (high and low involvement) were tested. SmartPLS structural equation modeling was applied to produce models for both types of products. Exposure and experience significantly influences brand perception in different product categories, which suggests that customers perceive both high and low involvement. Our study also established that mianzi has a significant moderating role in high-involvement product category. Ultimately, the findings suggest significant differences in the brand perception of product types with respect to mianzi and the mediational role of perceived quality and satisfaction, providing a structure for future research on brand perception.