In Chinese market many firms employ confusing brand names. Are consumers really confused? This paper testifies Brand Origin Recognition Accuracy of lowinvolved products (BORALOW) using the bottled water, shampoo and apparel and finds out that: consumers have limited knowledge of BORALOW; their education, income and gender directly influence BORALOW, and the education and age indirectly affect BORALOW through a mediator, consumer ethnocentric tendencies. The study suggests that Chinese consumers do not know brand origin of lowinvolved products, questions the concealed preassumption of researches on country of origin, advises to Chinese researches on country of origin, and establishes a model about consumers’ perception of BORALOW.