品牌个性对跨国零售品牌感染效应的影响研究被引量：6

The Impact of Brand Personality on the Contagion Effect of Cross-Border Retailing Brand

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摘要基于感染理论,通过3个消费者实验诠释品牌跨境购买现象背后的心理机制,并且验证品牌个性和国家刻板印象的调节作用。结果证实跨国零售市场上的品牌感染效应确实存在,且不同个性的品牌感染效应存在显著差异。兴奋品牌相比真诚品牌具有更强的感染效应,尤其是在与其品牌个性不相吻合的国际市场销售时,消费者对该品牌的价值感知反而更高;但真诚品牌的感染效应相对较弱,只有在与品牌个性相吻合的国际市场销售时,其品牌精髓才能够得到较好的延续。 Based on contagion theory, this study tries to interpret the potential psychological mechanism of cross-border purchases, and verifies the moderate role of brand personality and national stereotypes. Via three consumer-based experiments, the results robustly show that the brand contagion effect of cross-border retailing indeed exists,and the brand essence in different international markets dilutes as the distance far from original country of brand. Besides this effect is moderated by brand personality, that is, compared with sincere brands, exciting brands are more contagious, especially in those international markets where national stereotype is not congruent with the brand personality and higher quality evaluation is perceived. Whereas for sincere brands, whose brand essence can only be better transferred and be valued more in the' markets with similar national stereotype as brand personality. These results provide a new direction for the theoretical and practical application of international marketspace choice and different international marketing strategy.

作者胡桂梅王海忠沈曼琼叶艳 HU Guimei;WANG Haizhong;SHEN Manqiong;YE yan(Sun Yat-sen University, Guangzhou, China)

机构地区中山大学管理学院

出处《管理学报》 CSSCI 北大核心 2018年第11期1686-1696,共11页 Chinese Journal of Management

基金国家自然科学基金资助面上项目(71572207)

关键词感染效应品牌精髓品牌个性国家刻板印象国际市场扩张 contagion effect brand essence brand personality national stereotype international expansion

分类号 C93 [经济管理—管理学]

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参考文献2

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