公司品牌形象对消费者购买意向的作用路径研究——基于中国跨国公司的实证分析

发布时间：2018-04-26 15:57

本文选题：公司品牌形象 + 自我一致性　；参考：《中央财经大学学报》2017年08期

【摘要】：在中国企业"走出去"背景下,笔者针对中国跨国公司,构建了一个以公司品牌形象为前因,以自我一致性和品牌赞赏感为中介,自我动机和产品熟悉度为调节,购买意向为后向结果的概念模型,旨在研究公司品牌形象对消费者购买意向的作用路径。为检验该理论模型,我们采用问卷调查法收集数据,运用层级回归模型进行数据分析。研究结果表明:公司品牌形象对消费者购买意向具有显著的正向影响,且会通过提升自我一致性和品牌赞赏感来提高购买意向;自我动机显著调节自我一致性与购买意向之间的关系,在自我确认动机条件下,自我一致性能够显著提升消费者的购买意向;在自我提升动机条件下,这种提升作用受到抑制。本研究结论说明:公司品牌形象可以作为企业产品的"保护伞";企业在营销战略制定和实施过程中,应针对不同心理定位的消费群体采取不同的品牌策略;此外企业还可以通过公司品牌形象来引领一种新的消费时尚,进而获得更多的市场机会。
[Abstract]:Under the background of "going out" for Chinese enterprises, the author constructs a company brand image as the root cause, self-consistency and brand appreciation as the intermediary, self-motivation and product familiarity as the adjustment. The purpose of this paper is to study the influence of brand image on consumers' purchase intention. In order to test the theoretical model, we collect data by questionnaire and use hierarchical regression model to analyze the data. The results show that the brand image of the company has a significant positive impact on the consumer purchase intention and will enhance the purchase intention by enhancing self-consistency and brand appreciation. Self-motivation significantly regulates the relationship between self-consistency and purchase intention. Under the condition of self-confirming motivation, self-consistency can significantly enhance the consumer's purchase intention, and under the condition of self-promotion motivation, the effect of self-enhancement is restrained. The conclusion of this study shows that the brand image of the company can be used as the "umbrella" of the products of the enterprise, and in the process of making and implementing the marketing strategy, different brand strategies should be adopted according to the different psychological orientation of the consumer group. In addition, companies can lead a new consumer fashion through corporate brand image, and then gain more market opportunities.
【作者单位】：北京第二外国语学院;首都经济贸易大学工商学院;北京信息科技大学;
【基金】：国家自然科学基金面上项目“基于地格视角的旅游目的地品牌基因选择研究”(71673015) 教育部人文社科基金青年项目“股市不同阶段背景下内部人增持的主体、动机及经济效应研究”(16YJC630185)
【分类号】：F273.2;F276.7;F713.55

【相似文献】