عنوان مقاله [English]
Chinese carmaker brands have grown rapidly in the Iranian market in recent years and their market share has increased. In this study, the researchers aim to understand what associations exist in the minds of Chinese automotive brands, what gender and intensity these associations have in the minds of audiences, and how these associations drive Chinese cars. Interviews and extraction metaphors of Zaltman were used to gather information. The study population was people who had experience of using Chinese cars. The findings of a map and network of audience mental associations showed that the characteristics, functions and values of Chinese cars were mostly negative, and the frequency of repeated negative associations was higher in the audience. The most significant positive associations included relatively low prices and low fuel consumption, and the most significant negative associations included high maintenance costs, high sales risk, being classless, poor country brand and poor technical quality of the car. Compared to previous research, research has generally yielded the same results in terms of associations, attitudes, characteristics, functions, and values, and has shown that, like many places in the world, there are no positive associations and attitudes toward Chinese brand and Chinese products. , But because of the brand's presence in the developing world market and the fact that people in these countries do not have much financial power, people buy it in spite of the negative associations and attitudes toward these products.