Author(s)

Yaozhong Liu, Qifeng Sun^*

School of Management, Jinan University, Guangzhou, China.

The difference of the product differentiation fuels the competition of brands, steering the direction from the simple product competition to the added value of the brand. In the brands competition, customer-perceived value is the core of the competing. High customer-perceived value means the appropriate brand image left in the customers’ mind, thereby affecting the consumer loyalty and frequency of purchase again, showing the status of the brand. Using the method of IAT (implicit association test), the text analyzes the difference of the user experience of two competitive brands, and has an insight into the advantages and disadvantages of the competitive brand from four dimensions. The result shows that, overall speaking, the customer-perceived value of McDonald is higher than that of KFC, but in the dimension of service and value, the customer-perceived value of KFC is much higher, giving the direction for the marketers to make the appropriate tactics based on the difference of the brand customer-perceived value.

Brand, Customer Perceived Value, Implicit Association Test

Liu, Y. and Sun, Q. (2015) A Comparative Study of Competitive Brand Based on Customer-Perceived Value—Evidences from IAT. Open Journal of Social Sciences, 3, 275-282. doi: 10.4236/jss.2015.37040.