霍夫斯塔德文化维度对品牌资产创建过程的调节作用

发布时间：2018-03-05 04:25

  本文选题：测量与结构不变形分析　切入点：霍夫斯塔德文化维度　出处：《东华大学》2017年博士论文　论文类型：学位论文

【摘要】：由于品牌资产能给公司带来长期竞争优势和利润,因此在业界实践和学术研究中受到极大重视。公司可以通过营销努力来创建、维持和加强品牌资产,然而因为跨文化的差异引起的对于消费者或市场的误解可能毁了商业贸易、损害销售业绩和品牌形象,从而影响品牌资产创建。在国际市场营销中,影响消费者的购买动机,购买决策和产品使用的一个重要因素就是文化。因此,要在国际市场上取得成功,决不能忽略文化意识。为提高品牌资产,增加利润,企业在为特定市场设计营销组合策略,就必须考虑该特定市场的文化意识。成功品牌的品牌战略都是与其目标市场的主导型文化相一致的。因此,这项研究是为了更好地了解文化对公司为了建立强大的品牌而制定的营销组合战略决策的影响。具体而言,本研究测试所提出的研究模型的恒定性效应以及探讨文化的各个维度(权力距离、个体主义/集体主义、男性主导型社会/女性主导型社会和不确定性规避)对选定的营销活动(价格、广告支出与价格促销)与品牌资产维度(品牌形象、感知质量、品牌忠诚度)之间关系的调节作用。因此,本研究将有助于公司能有效地对合适的营销活动进行投资。以牛仔裤品牌(李维斯,蓝哥,迪赛,阿玛尼)和运动鞋品牌(阿迪达斯,耐克,彪马,锐步)类别产品为研究对象,本研究文采用加纳和中国的本科以上学生和非学生(消费者)年龄在18至35岁之间样本数据进行实证研究。本研究采用SPSS 19与AMOS 21进行了两种数据分析:个体分析(不同国家)与多组分析(数据融合)。主要进行了探索性统计分析(效度与信度分析)并进行了降维处理从而选择并确定了最终用于假设检验的因子。本文亦采用验证性因素分析(CFA)和结构方程模型(SEM)来验证本文测量模型、测量数据的模型拟合、测量恒定性(measurement invariance)、结构恒定性(structural invariance)参数估计、检验研究假设和潜变量在结构之间的关系。本文关于营销活动对品牌资产各维度的影响作用的发现与前人的研究结论是一致的。研究结果表明,在加纳与中国,广告支出对感知质量与品牌形象有积极影响且是相等的,不过对品牌忠诚有消极影响且不显著。虽然高价格对感知质量有积极影响,但在中国的影响比加纳比较强。最后,价格促销对品牌形象在加纳与中国都有相等的消积影响,且感知质量有消极影响,但不显著。关于品牌资产维度之间的关系,研究发现在加纳,品牌形象对品牌忠诚有积极影响,而在中国则有消极影响且不显著。此外,在加纳与中国,品牌形象对感知质量有相等积极影响但都不显著。更进一步,在中国,感知质量对品牌忠诚的积极影响比加纳的高。在加纳,该影响不显著。在两个市场中,品牌资产各维度(品牌忠诚,感知质量与品牌形象)对品牌资产有相等积极影响。而且,在加纳和中国样本中,恒定性检验(invariance test)也揭示了市场营销和品牌资产各维度对品牌资产有恒定性效应(invariance effects)。更重要的是,研究结果表明文化维度对公司市场营销与品牌资产各维度之间关系有调节作用。研究结果同时表明,在高权利距离文化与女性气质文化中,广告支出对感知质量的积极影响会增加,然而在高不确定性的规避文化中,该影响会减小。此外,在高权利距离文化与集体主义文化中,价格促销对感知质量的消极影响会减小。本研究结果为国际品牌企业在建立品牌资产过程中有效地进行市场营销投资提供了重要启示。在加纳与中国市场中,以价格作为信号影响感知产品质量的营销策略不能相同。每个市场的定价策略需要适应当地市场,因为这将决定成功还是失败。广告是能使得品牌资产各维度基础上发挥作用的重要营销传播工具。尽管广告数量(广告强度)是一种产品关怀的暗示,但它塑造了产品在消费者心目中的高质量的感知,因此广告信息质量是至关重要的。因此,公司应该按照市场文化特征去设计传播活动。并应赋予销售人员必要的技能和知识使得他们能够欢迎的态度和友好的行为获得消费者们信任。频繁的价格促销会导致消费者推断产品质量低。当执行促销活动时,公司通过产品演示和试用以便在加纳和中国两个市场建立品牌资产。在以往的基础于顾客而构建的品牌资产创造模型中,文化常常被忽视。然而,本研究结果表明,引入文化作为调节变量,市场营销对品牌资产创造的作用效果可以得到增加,减小或拮抗。本研究结果强调为了有效地创造品牌资产,就有必须要了解目标市场的文化。并且,为了满足目标市场消费者们的需求,公司需要进行定制化的地市场营销活动。从理论的角度,本论文构建了文化与顾客品牌资产整合模型。本文最后指出了研究的不足之处并提出了未来的研究方向。
[Abstract]:Because the brand assets can bring long-term competitive advantage and profit to the company, so the industry practice and academic research has been paid great attention. The company can be created by marketing efforts to maintain and strengthen brand equity, but for consumers or markets because of cross cultural differences caused by misunderstanding could destroy the commercial trade, sales and brand damage the image, thus affecting the brand equity creation. In international marketing, influence consumer purchase motivation, an important factor in purchasing decision and products is the use of culture. Therefore, to achieve success in the international market, cannot ignore the cultural awareness. To increase profits to enhance the brand assets, enterprises in the market for a particular design marketing strategy, we must consider the market specific cultural awareness. The success of the brand's brand strategy is consistent with the dominant culture of the target market. Therefore, this study is to better understand the cultural influence on the marketing strategy in order to establish a strong brand and make decision. Specifically, the constant effect of this study test the proposed research model and explore the various dimensions of culture (power distance, individualism / collectivism, male dominated society female dominated society and uncertainty avoidance) of selected marketing activities (price, advertising spending and price promotion) and brand equity dimensions (brand image, perceived quality, brand loyalty) regulating effect relationship. Therefore, this study will help the company to effectively invest in appropriate marketing activities. The Jeans Brands (Levi's, Diesel, blue brother, Armani) and sneaker brands (Adidas, Nike, Puma, Reebok) categories of products as the research object, this paper uses Garner and the Chinese More than science students and non students (consumers) at the age of 18 to 35 years between the sample data for empirical research. This research uses the SPSS 19 and AMOS 21 of the two kinds of data: individual analysis (various countries) and multi group analysis (data fusion). Mainly carried out exploratory statistical analysis (analysis of validity and reliability) and reduce the dimension to select and finally used for hypothesis testing factor is determined. This paper also uses confirmatory factor analysis (CFA) and structural equation model (SEM) to verify the measurement model, model fitting measurement data, measurement constant (measurement invariance), the qualitative structure constant (structural invariance) parameter estimation, test hypotheses and latent variables in the structure between. Is consistent with the previous research on the role of the discovery of the influence of the marketing activities on the different dimensions of brand equity. Conclusion the results of the study show that, In Garner and Chinese, advertising spending has a positive effect and is equal to the perceived quality and brand image on brand loyalty, but has a negative effect and not significant. Although high prices have a positive impact on perceived quality, but the effect in the China of Ghana is relatively strong. Finally, the effect of price promotion on consumer product brand image are equal in Garner and China, and perceived quality has a negative impact, but not significant. The relationship between brand equity dimensions, the study found that in Garner, the brand image has a positive impact on brand loyalty, but in China had negative effects and not significant. In addition, Garner and China, brand image has positive effect but equal are not significant on perceived quality. Further, in China, perceived quality brand loyalty of the positive impact of Ghana high. In Garner, the effect is not significant. In the two markets, the dimensions of brand equity (brand loyalty Honesty, perceived quality and brand image) has equal positive impact on brand equity. Moreover, in Garner and China samples, constant test (invariance test) also revealed the marketing and brand equity dimensions have a constant effect on brand equity (invariance effects). More importantly, the results show that the cultural dimension on the relationship between marketing and brand equity dimensions have moderating effect. The results also show that, in high power distance culture and feminine culture, positive influence on perceived quality of advertising spending will increase, but in high uncertainty avoidance cultures, the effect will be reduced. In addition, the high power distance culture with the collective culture, price promotion negative impact on perceived quality will be reduced. The results of this study for the international brand enterprises in the establishment of brand assets effectively in the process of investment in marketing The information provided important inspiration in the market. Garner and China, the price as the signal does not affect the marketing strategy of perceived product quality is the same. Each market pricing strategy to adapt to the local market, because it will determine the success or failure of the advertisement is to play the role of the brand equity dimensions on the basis of important marketing communication tools. Although the number of ads (advertisement strength) is a product of concern that it creates products in the minds of consumers high quality perception, so the quality of advertising information is essential. Therefore, the company should be according to the market characteristics to design cultural dissemination activities. And sales personnel should be given the necessary skills and knowledge to make them welcome to the friendly attitude and behavior for consumers trust. Frequent price promotion will lead consumers to infer low product quality when executing promotional activities, The company through product demonstration and trial in order to Garner and Chinese two market to build brand equity. In the past, based on customer and build brand equity creation model, culture is often ignored. However, the results of this study show that the introduction of cultural marketing as a variable, the effect on the creation of brand equity can be increased, reduced or antagonistic. The results of this study emphasizes that in order to effectively create brand equity, it is necessary to understand the culture of the target market and target market, in order to meet the consumers demand, the company needs the customized marketing activities. From the theoretical point of view, this paper constructs the integration of culture and brand equity model. Finally the paper points out the shortcomings of the study and proposes future research directions.

【学位授予单位】：东华大学
【学位级别】：博士
【学位授予年份】：2017
【分类号】：F273.2;F713.8
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本文编号：1568744