品牌的全球化形象对消费者品牌选择影响的实证研究

发布时间：2018-04-12 09:40

本文选题：品牌的全球化形象 + 品牌选择　；参考：《清华大学》2009年硕士论文

【摘要】： 本研究试图以中国品牌的全球化形象为研究出发点,对这种全球化的品牌形象对于国内消费者品牌选择的影响,以及这种影响背后的作用机制进行实证研究。在对有关品牌的全球化形象的优势及全球消费文化进行文献综述的基础上,结合本研究的目的,提出了品牌全球化形象影响消费者品牌选择的三条作用路径:更高的品牌质量感知、更高的品牌声望感知及品牌的全球性本身。并进一步假设上述三条路径中,通过品牌质量感知影响消费者品牌选择的强度最强。模型也考虑了产品类别及消费者融入全球消费文化的程度这两个变量的调节作用。之后,本研究对回收的300份针对大学生的调查问卷数据进行结构方程模型分析,验证了品牌的全球化程度影响消费者品牌选择的三条作用路径;三条路径中,通过品牌质量感知影响购买倾向的路径最强;产品类别的全球化程度越高,品牌的全球化程度对购买倾向的影响越强;消费者融入全球消费文化的程度越高,品牌全球化程度对购买倾向的影响也越强。最后,文章讨论了本研究的实践意义及理论意义,并指出今后研究的方向。文章建议实行“走出去”战略的企业不仅要重视产品出口,也要重视塑造品牌的全球化形象。对于产品全球化程度高的企业来说,更要重视塑造品牌的全球化形象。
[Abstract]:This study attempts to take the global image of Chinese brands as the starting point to study the impact of the global brand image on the brand choice of domestic consumers and the mechanism behind the impact.On the basis of the literature review of the global image of brand and the global consumption culture, combined with the purpose of this study,This paper puts forward three ways to influence consumers' brand choice: higher brand quality perception, higher brand prestige perception and brand global perception.Furthermore, it is assumed that the influence of brand quality perception on consumer brand selection is the strongest among the above three paths.The model also takes into account the effects of product categories and the extent to which consumers are integrated into the global consumption culture.After that, the structural equation model analysis of 300 questionnaires collected from college students was carried out to verify that the degree of brand globalization affects the consumers' choice of brands in three ways.The influence of brand quality perception on purchasing tendency is the strongest; the higher the degree of globalization of product category, the stronger the influence of brand globalization on purchasing tendency; the higher the degree of consumer integration into global consumption culture, the stronger the influence of brand globalization on purchasing intention.The influence of the degree of brand globalization on purchasing tendency is also stronger.Finally, the paper discusses the practical and theoretical significance of this study, and points out the future research direction.This paper suggests that enterprises carrying out the "going out" strategy should not only attach importance to the export of products, but also to the creation of the global image of the brand.For the enterprises with high degree of product globalization, we should pay more attention to the global image of the brand.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

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