公司品牌形象和国家品牌形象对购买意向的影响——基于中国跨国公司的实证分析

发布时间：2019-03-26 20:38

【摘要】：本文针对中国跨国公司,旨在研究公司品牌形象和国家品牌形象对消费者购买意向的作用机制。构建了一个以公司品牌形象和国家品牌形象为前因,以全球消费文化和产品卷人度为调节,以购买意向为后向结果的概念模型,重点探究了在产品熟悉度不同的条件下,全球消费文化和产品卷人度两个变量调节效应的异同。实证结果显示,在国际化环境中,公司品牌形象和国家品牌形象对购买意向具有显著的正向影响。尤为重要的是,全球消费文化和产品卷人度对上述影响关系具有调节作用。具体来讲,全球消费文化正向调节公司品牌形象和国家品牌形象对购买意向的影响关系,产品卷入度反向调节公司品牌形象和国家品牌形象对购买意向的影响关系,产品熟悉度决定了上述调节作用的程度。这些结论进一步丰富了品牌研究的理论基础,并为中国跨国经营企业实施品牌战略提供了有意义的借鉴。
[Abstract]:The purpose of this paper is to study the mechanism of the effect of brand image and national brand image on consumers' purchase intention. This paper constructs a conceptual model with company brand image and national brand image as antecedents, global consumer culture and product cohort as adjustment, and purchase intention as backward result, and probes into the different product familiarity under the condition of different product familiarity. The similarities and differences of adjustment effects between global consumer culture and product volume. The empirical results show that in the international environment, corporate brand image and national brand image have a significant positive impact on purchase intention. It is particularly important that global consumer culture and product volume play a regulatory role in the above-mentioned relationship. Specifically, global consumer culture is regulating the impact of company brand image and national brand image on purchase intention, and product involvement reverse regulates the impact of company brand image and national brand image on purchase intention. The degree of familiarity of the product determines the degree of the above-mentioned regulation. These conclusions further enrich the theoretical basis of brand research and provide a meaningful reference for the implementation of brand strategy by transnational enterprises in China.
【作者单位】：中央财经大学;
【基金】：教育部人文社会科学规划基金项目“基于中国企业跨国经营的公司品牌影响机制研究”(12YJA630104)
【分类号】：F273.2;F713.55;F276.7

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