摘要
在品牌全球化和逆全球化态势背景下,以中国消费者对日本品牌的态度为研究对象,实证分析文化资产、品牌与国家联结通过感知品牌全球性对消费者品牌态度的影响机制,其结果表明:文化资产通过从国家联想到品牌的维度显著正向影响消费者品牌态度。此外,文化资产还通过从品牌联想到国家的维度正向影响感知品牌全球性,进而影响消费者品牌态度。上述结果在理论上推进了品牌与国家联结构念的作用机制研究;在实践上对中国领先企业在“双循环”新发展格局下如何开展品牌建设具有直接的战略启示,即发展成为拥有国家级地位的强势品牌,在此基础上进一步实现品牌全球化,而国家级品牌地位的打造,可以通过传承发展中华优秀传统文化,使之成为品牌的文化资产,积极促进品牌与国家的联结强度。
In the context of brand globalization and anti-globalization,taking Chinese consumers’attitudes towards Japanese brands as the research object,we empirically analyze the influence mechanism of cultural equity,brand-nation connection on brand attitudes through the perceived brand globality.The results show that cultural equity has a significant positive impact on consumer brand attitudes through the variable from nation association to brand.In addition,cultural equity also positively affects the perceived brand globality through the variable from brand association to nation,and then influences consumer brand attitudes.The above results theoretically promote the research on the mechanism of brand-nation connection.In practice,it has direct strategic enlightenment for Chinese leading enterprises in how to carry out brand construction under the new“double circular”development pattern,that is,to develop into a strong brand with national status,and further realize brand globalization on this basis.The establishment of national brand status can be achieved by inheriting and developing excellent traditional Chinese culture,making it the cultural equity of the brand,and actively promoting the strength of brand-nation connection.
作者
何佳讯
胡静怡
HE Jia-xun;HU Jing-yi
出处
《华东师范大学学报（哲学社会科学版）》
CSSCI
北大核心
2023年第5期118-133,173,共17页
Journal of East China Normal University（Humanities and Social Sciences）
基金
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”(项目编号: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”(项目编号:71772066)。
关键词
品牌与国家联结
文化资产
感知品牌全球性
“双循环”发展格局
brand-nation connection
cultural equity
perceived brand globality
“double circular”development pattern
