Abstract

This study, first of all, tests the Brisoux-Laroche Brand Categorization Model and the Laroche Competitive Vulnerability Model in the context of the choice of fast-food restaurants in China. It also examines the effects of coupons on attitudes and intention of the two models. By supporting the hypothesized profiles of the four brand categories (consideration, hold, foggy, and rejects sets ), the results empirically validate the Brisoux-Laroche Brand Categorization Model. Also by examining the relationships between brand cognitions, attitudes, confidence and intention among the focal and its competing brands, the Laroche Competitive Vulnerability Model is supported. Coupon incentive is suggested to have positive effects on the same brand's attitude and intention, and negative effects on the competing brands' attitudes and intention. Cultural dimension and fast-food brand profiles in China are discussed. Suggestions for future research and managerial implications are provided.