摘要
基于社会认同理论探索青年消费者全球化品牌认同的驱动因素,考察驱动因素与品牌认同对全球化品牌购买倾向的影响,研究结果显示:全球化品牌认同的驱动因素包括全球维度、传播维度、真实维度与差异维度,其中,全球维度、传播维度是外在驱动线索,真实维度与差异维度是内在驱动线索。传播维度对品牌认同的影响作用最强,其次分别是差异维度与真实维度,而全球维度对全球化品牌认同影响不显著。另外,全球化品牌认同对品牌购买倾向有显著的影响。
Based on the social identity theory, this research explores the influence factors and effects of youngChinese consumers global brand identification on consumer buying intention. The dimension of influence factorsincludes perceived brand global, brand communication, brand authenticity and brand differentiation. Perceived brandglobal and brand communication are the external drive clues. Brand authenticity and brand differentiation are theinternal drive clues. It shows that brand communication has the strongest influence on global brand identification,followed by the factor of brand differentiation and brand authenticity. Besides, perceived global brand does not havea significant impact on brand identification. Also, global brand identification has a positive impact on the buyingintention.
作者
谢加封
王倩
汪浩
Xie Jiafeng;Wang Qian;Wang Hao(School of Humanities & Social Sciences, Nanjing Forestry University;School of Business, Jinling Institute of Technology)
出处
《当代青年研究》
CSSCI
2016年第5期92-99,共8页
Contemporary Youth Research
基金
教育部人文社会科学研究项目“绿色广告怀疑的心理维度与情感反映:作为前因的环境意识与感知效力的调节效应研究”的研究成果,项目编号:15YJAZH086
江苏省大学生创新创业训练计划项目“青少年消费者民族中心主义对本土品牌选择影响的实证研究”的研究成果,项目编号:201310298035Z
关键词
全球化品牌
社会认同
品牌认同
Global Brand
Social Identity
Brand Identification
