by Lee Chi Leung, Edmund, Liu Lei. / Thesis (M.B.A.)--Chinese University of Hong Kong, 2002. / Includes bibliographical references (leaves 77-78). / Questionnaire also in Chinese. / ABSTRACT --- p.ii / TABLE OF CONTENTS --- p.v / LIST OF FIGURES --- p.viii / ACKNOWLEDGEMENT --- p.xi / Chapter CHAPTER I --- INTRODUCTION --- p.1 / Chapter 1.1 --- Branding in China --- p.1 / Chapter 1.2 --- Branding in Telecommunication Industry in China --- p.4 / Chapter CHAPTER II --- BRANDING OF CHINA UNICOM'S CDMA SERVICE --- p.7 / Chapter 2.1 --- China Unicom --- p.7 / Chapter 2.2 --- Definition of Key Constructs --- p.9 / Chapter 2.4 --- Branding of China Unicom´ةs CDMA Service --- p.19 / Chapter CHAPTER III --- RESEARCH METHODOLOGY --- p.26 / Chapter 3.1 --- Research Objectives --- p.26 / Chapter 3.2 --- Research Design --- p.26 / Chapter 3.3 --- Research Instrument Design --- p.27 / Chapter 3.4 --- Sampling Procedures --- p.29 / Chapter CHAPTER IV --- ANALYSIS OF FINDINGS --- p.30 / Chapter 4.1 --- Focus Group Discussions --- p.30 / Chapter 4.2 --- Survey Findings --- p.31 / Chapter 4.2.1 --- Questions on China Unicom --- p.31 / Chapter 4.2.2 --- Questions on China Unicom's CDMA Service --- p.36 / Chapter 4.2.3 --- Questions on Consumer Behavior and Respondents' Profile --- p.45 / Chapter 4.3 --- Research Limitations --- p.52 / Chapter 4.3.1 --- Scale Ratings --- p.52 / Chapter 4.3.2 --- Frame of Reference - Product Brand Names --- p.52 / Chapter 4.3.3 --- Sampling Procedure --- p.53 / Chapter CHAPTER V --- RECOMMENDATIONS --- p.54 / Chapter 5.2 --- Focus on Customers --- p.54 / Chapter 5.1.1 --- Target Premium Customers --- p.54 / Chapter 5.1.2 --- Create Real Value-for-Money --- p.55 / Chapter 5.1.3 --- Establish Trust in a Long-term Relationship --- p.55 / Chapter 5.2 --- Build a Strong Service Brand --- p.57 / Chapter 5.2.1 --- Enhance Brand Recall --- p.57 / Chapter 5.2.2 --- Build a Strong Corporate Brand --- p.58 / Chapter CHAPTER VI --- CONCLUSION --- p.60 / APPENDIX 1 QUESTIONNAIRE IN SIMPLIFIED CHINESE --- p.62 / APPENDIX 2 QUESTIONNAIRE IN ENGLISH TRANSLATION --- p.65 / APPENDIX 3 SUMMARY OF SURVEY RESULTS --- p.68 / APPENDIX 4 BACKGROUND OF CHINA UNICOM'S CDMA SERVICE --- p.74 / BIBLIOGRAPHY --- p.77 / BOOKS --- p.77 / JOURNAL PAPERS --- p.78 / WEBSITES --- p.79