摘要
品牌原产地是国际市场营销领域重要研究议题。在欧、美、日等地区广泛实证和推广 ,但迄今仍缺少对中国市场品牌原产地评价及其对品牌信念及购买的效应的系统研究。本文在文献回顾基础上 ,建立了品牌原产地效应的理论模型 ,提出理论关系假设 ,抽取京、沪、穗、渝四市共 10 0 5个成人消费者样本 ,运用相关分析、T检验等方法进行实证研究。研究测量出中国市场对欧、美、日、中四地的原产地评价 ,发现国产品牌形象评分总体上为负面 ,并低于美日品牌 ,但在某些产品类别已显示出相对优势。研究结论证实了品牌原产地对消费者品牌信念和品牌购买意向的显著性作用。本文讨论上述研究结论对中外企业市场营销策略的借鉴 ,并提出进一步研究的方向。
The construct Country of Brand (COB) has been a hot academic research topic in the international marketing discipline, but relatively there are not comparable research works or results about Chinese consumers' COB attitudes in China. Based on the deep literature review, the present paper develops the theoretical model of COB highlighting the relationships between COB and consumers' product beliefs, and COB and consumers' product buying intentions. With the data of 1005 adult samples collected from Beijing, Shanghai, Guangzhou and Chongqing, the analysis findings support theoretical hypothesis revealing that COB plays a significant impact on consumers' product beliefs and buying intentions. Besides, COB evaluation scores imply that Chinese brand's images are globally lower than that of the western (America, Japan), but in the refrigerator category it is higher than both America's and Europe's, and in PC category it is higher than Europe's. This work discusses the marketing managerial implications for domestic brand and foreing brands especially for Europen brands that lose positive origin images in the 3 test product categories. Finally the author visions the further research directions.
出处
《中国工业经济》
CSSCI
北大核心
2004年第1期78-86,共9页
China Industrial Economics
