全球化品牌的感知维度与情感反应——针对中国青年消费者的研究
发布时间：2019-01-24 12:49
【摘要】：通过消费者全球化品牌的联想测试和语义族分析,设计全球化品牌感知量表;根据调查问卷探索与验证全球化品牌的构念维度,研究感知维度对品牌选择行为的情感反应。结果发现:全球化品牌感知包括全球化光环因子、原产地因子、质量因子与社会责任因子;青年消费者对全球化品牌的社会责任感知不显著,全球化光环因子作为感性因子对消费者行为影响最大,其后是质量因子与原产地因子;原产地因子对全球化品牌的全球化光环因子与质量因子均有直接正向影响。
[Abstract]:Through the associative test and semantic family analysis of global brand, we designed the global brand perception scale, and studied the emotional response of perception dimension to brand choice behavior according to the questionnaire to explore and verify the structural dimension of global brand. The results show that global brand perception includes globalization halo factor, origin factor, quality factor and social responsibility factor; The social responsibility of young consumers to the global brand is not significant. The factor of globalization halo has the greatest influence on consumer behavior as a perceptual factor, followed by quality factor and origin factor. The origin factor has direct positive influence on globalization halo factor and quality factor of global brand.
【作者单位】： 南京林业大学人文社会科学学院;南京林业大学经济管理学院;金陵科技学院商学院;
【基金】：教育部人文社会科学基金项目(11YJC630231) 江苏省政府留学奖学金项目(JSJPDE-2012-198)
【分类号】：F273.2
[Abstract]:Through the associative test and semantic family analysis of global brand, we designed the global brand perception scale, and studied the emotional response of perception dimension to brand choice behavior according to the questionnaire to explore and verify the structural dimension of global brand. The results show that global brand perception includes globalization halo factor, origin factor, quality factor and social responsibility factor; The social responsibility of young consumers to the global brand is not significant. The factor of globalization halo has the greatest influence on consumer behavior as a perceptual factor, followed by quality factor and origin factor. The origin factor has direct positive influence on globalization halo factor and quality factor of global brand.
【作者单位】： 南京林业大学人文社会科学学院;南京林业大学经济管理学院;金陵科技学院商学院;
【基金】：教育部人文社会科学基金项目(11YJC630231) 江苏省政府留学奖学金项目(JSJPDE-2012-198)
【分类号】：F273.2
【参考文献】
相关期刊论文 前7条
1 黎小林;王海忠;;品牌国籍识别及其对企业和国家的战略启示[J];财经问题研究;2010年06期
2 吴坚;符国群;;品牌来源国和产品制造国对消费者购买行为的影响[J];管理学报;2007年05期
3 关辉;董大海;;中国本土品牌形象对感知质量-顾客满意-品牌忠诚影响机制的实证研究——基于消费者视角[J];管理学报;2008年04期
4 陈国平;;消费者感知价格与质量的关系及其应用[J];价格理论与实践;2009年09期
5 崔楠;王长征;;象征性品牌形象的维度与测量[J];商业经济与管理;2010年10期
6 袁胜军;符国群;;原产地形象对中国品牌国际化的启示[J];软科学;2012年02期
7 张媛媛;张s，
本文编号：2414489
本文链接：https://www.wllwen.com/guanlilunwen/pinpaiwenhualunwen/2414489.html
