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文章以大学生为样本对构建的品牌全球化形象影响消费者品牌选择模型进行了实证研究。发现品牌全球化形象对消费者购买意向有直接影响,感知品牌质量对消费者购买意向有间接影响,品牌质量对消费者购买意向的影响程度最强。重要的是,产品类别和消费者融入全球消费文化程度在品牌全球化形象和消费者选择的关系中,具有显著的调节效应。研究结论对我国企业创建全球化品牌具有重要的启示作用。
Abstract：A conceptual framework of the effect of perceived brand globalness(PBG) on consumers' brand choice is proposed on the basis of the literature review and is tested via data collected by a survey of college students.The empirical study finds the three pathways through which PBG affects consumers' brand choice: higher perceived brand quality,higher perceived brand prestige and globalness stronger for those consumers more self-identified with global consumer culture and PBG effects are also stronger for those more internal-global products.In the end,the article discusses the managerial and theoretical implications of the findings,and provides directions for future studies.It suggests that product-exporting oriented companies should also consider creating a global brand image,especially for those whose products are internally global.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2012.12.005
中图分类号:F273.2;F274;F224
引用信息:
[1]吴水龙,胡左浩,于春玲,等.品牌全球化形象对消费者选择的影响:调节因素的分析[J].商业经济与管理,2012,No.254(12):52-60.DOI:10.14134/j.cnki.cn33-1336/f.2012.12.005.
基金信息:
国家自然科学基金项目(71002015,71072011,70972077);; 北京理工大学优秀青年教师资助计划跨学科项目;; 中国博士后特别资助项目(201104090);; 江西省软科学项目(20111BAA10032)
2012-12-15
2012-12-15