Under the influence of globalization, various global brands have leapt into the Chinese market. Past researches showed that global brand attracts consumers by its' standardized products with high quality and prestige. Although there are abundant of prior studies about global brands, it is undeniable that the study of global brand is still a hot topic. Meanwhile, China's local brands, which cater to local consumer preferences, are growing, showing extremely high market share and strong competitiveness. Does China's local brands have its' own charm under the competition with global brands? This study will focus on studying the degree of brands' globalization and localization that Chinese consumers perceived (called as Perceived brand globalness, perceived brand localness) by using data was being collected from a Chinese consumer sample to explain Chinese consumer’s preferences between global brands and local brands. Particularly, the study will measure the effect of brand's country of origin on customer's decision of buying the product. According to the findings, firstly, perceived brand globalness(PBG) and perceived brand localness(PBL) both can affect purchase intention through consumer perceived values, while no relationship has been found between PBL and social value. Secondly, the result shows that Chinese consumers' purchase intention for global brands is significantly higher than local brand. However, consumers have cognitive differences between distinctive product categories, and the result shows local brands sometimes have their own advantages. Moreover, compared with psychological value, functional value shows stronger impact on brand purchase intention. As for the effect of brand's country of origin, the study finds that the better consumers' favorability to brands' country of origin, the higher possibility that customer will buy the products. This effect does not suitable to the relationship between local brand and customers' purchase intention.