“挂牛头卖马肉”，叫人如何信任欧洲？—区域品牌信任的测量

发布时间：2018-07-03 00:10

本文选题：区域品牌信任 + 区域产品可信赖性　；参考：《江西师范大学》2014年硕士论文

【摘要】：从上个世界的90年代学者提出区域品牌以来，区域品牌的研究引起了品牌研究者与企业品牌经营管理者的共同关注。构建区域品牌并且建立起消费者对区域品牌的信任成为品牌管理领域研究的重要内容，也是企业集聚发展的重要保障。随着区域品牌领域研究内容的不断深入，区域品牌信任的研究与发展也渐渐地从一个静态走向动态的趋势。区域品牌信任的动态性特征在日益激烈的市场环境中，越发突显出来。虽然国内外已经有众多学者从各个不同的角度展开对区域品牌领域的研究，并且有相关的理论阐述，然而，2013年媒体爆出的震惊整个欧洲乃至整个世界的“挂牛头卖马肉”事件，丑闻不仅击中了消费者的胃，更动摇了消费者对欧洲区域品牌的信心。因此，，构建和维护区域品牌信任被提到了超乎寻常的高度。学术界需要回答什么是区域品牌信任？它的结构内涵包括哪些维度？像欧洲这样值得信任的地区，如何重拾人们对欧洲的品牌的信心？因此，本文基于区域品牌动态性的特征对区域品牌信任进行探究以期推进区域品牌理论的发展，为区域品牌化提供管理启示。本文采用质性研究的方法，通过半开放式的访谈获取关于区域品牌信任的第一手资料，再严格根据扎根理论的研究流程对资料进行分析。本次研究以国内消费者作为研究对象，首先与消费者进行深入地访谈，并通过网络调查的方式收集二手资料，以保证原始资料地丰富性，再根据扎根理论的研究流程对资料进行三个阶段的编码。本次研究共提炼了个34主要概念和12个范畴。并对概念及范畴间的关系进行进一步地梳理。本文通过扎根理论的编码及统计软件的数据分析，探索性地开发了一个4个维度12个因子构成的区域品牌信任的概念化模型及其测量量表，并对该量表的有效性及适用性进行了实证检验。通过统计分析得到的结果显示，区域品牌信任包含4个维度，分别是区域产品可信赖性、区域企业可信赖性、区域文化可信赖性和区域法律可信赖性。其中，区域产品可信赖性由产品质量、产品性价比、产品个性、产品口碑和产品认证生成，区域企业可信赖性由企业能力、企业责任感和企业诚信生成，区域文化可信赖性由诚信理念俗成性和文化价值观共享性生成，区域法律可信赖性由法律规范性和监管严格性生成。本文通过实证检验探明了区域品牌信任概念是个多维度高阶结构，科学地揭示了区域品牌信任的核心内涵并开发了其测量量表，从而更加系统化地认识区域品牌信任的结构内涵，进一步拓展区域品牌研究的内容提供了新的研究视角，通过量表准确把握消费者的总体心理评价，为政府或企业(行业)打造区域品牌信任和指导企业(行业)科学发展提供依据。
[Abstract]:Since the scholars put forward regional brands in the 1990s, the research of regional brands has aroused the common concern of brand researchers and corporate brand managers. Building regional brands and building consumer trust in regional brands is an important part of brand management and an important guarantee for the development of enterprise agglomeration. With the deepening of regional brand research, the research and development of regional brand trust is gradually moving from a static to a dynamic trend. The dynamic characteristics of regional brand trust are more and more prominent in the increasingly fierce market environment. Although many scholars at home and abroad have carried out research in the field of regional brands from various angles, and there are related theories, however, the 2013 media burst out the incident of "hanging Taurus and selling Horse" which shocked the whole Europe and even the whole world. The scandal not only hit the stomach of consumers, but also shaken consumer confidence in European regional brands. Therefore, the construction and maintenance of regional brand trust has been raised to an unusual height. What is the regional brand trust that academia needs to answer? What dimensions does its structural connotation include? How can a trustworthy region like Europe regain confidence in European brands? Therefore, based on the dynamic characteristics of regional brand, this paper explores regional brand trust in order to promote the development of regional brand theory and provide management inspiration for regional branding. This paper adopts the method of qualitative research, obtains first-hand information about regional brand trust through semi-open interview, and then analyzes the data strictly according to the research process of rooted theory. In this study, domestic consumers are taken as the research objects. First of all, we conduct in-depth interviews with consumers, and collect second-hand data through online surveys to ensure the richness of the original data. Then, according to the research flow of rooted theory, the data is coded in three stages. In this study, a total of 34 main concepts and 12 categories were refined. The relationship between concepts and categories is further combed. Based on the coding of rooted theory and the data analysis of statistical software, this paper develops a conceptual model of regional brand trust and its measurement scale, which is composed of 4 dimensions and 12 factors. The validity and applicability of the scale are tested empirically. The results of statistical analysis show that regional brand trust includes four dimensions, namely, regional product trustworthiness, regional enterprise trustworthiness, regional cultural trustworthiness and regional legal trustworthiness. Among them, regional product reliability is generated by product quality, product price performance ratio, product personality, product reputation and product certification, and regional enterprise trustworthiness is generated by enterprise ability, corporate responsibility and enterprise integrity. The regional cultural trustworthiness is formed by the credibility concept and the cultural value sharing, and the regional legal trustworthiness is generated by the legal norm and the strict supervision. In this paper, the concept of regional brand trust is proved to be a multi-dimensional higher-order structure by empirical test, and the core connotation of regional brand trust is scientifically revealed and its measurement scale is developed. Thus more systematic understanding of the structural connotation of regional brand trust, further expanding the content of regional brand research provides a new research perspective, through the scale to accurately grasp the overall psychological evaluation of consumers, For the government or enterprises (industries) to build regional brand trust and guide the scientific development of enterprises (industries) provide the basis.
【学位授予单位】：江西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F273.2

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