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基于品牌全球化背景，文章探究了品牌与国家联结核心构念的两个维度对消费者购买意愿的影响机制。实证结果表明，从国家联想到品牌的维度显著影响消费者购买意愿，并显著影响品牌能力，同时品牌能力在该维度对购买意愿的影响路径中起到部分中介作用；从品牌联想到国家的维度显著影响品牌温暖，并通过品牌温暖的完全中介作用对购买意愿产生促进效应。另外，品牌典型性正向调节了从国家联想到品牌的维度对品牌能力的影响路径。上述发现在理论上洞察了品牌刻板印象内容的两个维度如何受到品牌与国家联结的影响，厘清了品牌与国家联结以及品牌刻板印象如何作用于消费者购买意愿。在实践上为中国提升国家品牌形象，中国品牌推进全球化战略提供策略参考。
Abstract：Based on the background of brand globalization,this paper explores the influence mechanism of two dimensions of the core construct of brand-nation connection on consumers' purchase intention. The empirical results show that the dimension of nation-to-brand association has a significant impact on consumers' purchase intention and brand competence,and brand competence plays a partial mediating role in the influence path of this dimension on purchase intention. The dimension of brand-to-nation association has a significant impact on brand warmth,and has a promotion effect on purchase intention through the full mediating effect of brand warmth. In addition,brand typicality positively moderates the influence path from the dimension of nation-to-brand association on brand competence. The above findings provide theoretical insights into how the two dimensions of brand stereotype are affected by brand-nation connection,and clarify how brand-nation connection and brand stereotype affect consumers' purchase intention. In practice,it provides strategic guidance for China to enhance the national brand image and for Chinese brands to promote the globalization strategy.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2022.10.005
中图分类号:F273.2;F713.55
引用信息:
[1]何佳讯,薛泽薇,方宝英,等.品牌与国家联结、品牌刻板印象与消费者购买意愿的研究[J].商业经济与管理,2022,No.372(10):62-76.DOI:10.14134/j.cnki.cn33-1336/f.2022.10.005.
基金信息:
国家自然科学基金面上项目“全球消费者文化、国家文化资产与中国品牌战略创新的理论与实现路径研究”(72072059);国家自然科学基金面上项目“品牌与国家的联结：数字化时代新兴市场跨国公司创建全球品牌资产的新战略研究”(71772066)
2022-10-15
2022-10-15