品牌名、原产国、价格对感知质量与购买意向的暗示作用

发布时间：2018-04-28 14:06

本文选题：品牌名 + 原产国　；参考：《南开管理评论》2007年06期

【摘要】：选取恰当的品牌名是最重要的营销决策之一。发展中市场的企业都面临选取西化品牌名还是本土品牌名的问题,因为他们不清楚哪一个更能赢得消费者的偏好。本研究通过两个实验设计,检验了品牌名、原产国、价格对感知质量和购买意向的暗示作用。研究发现,原产国和价格对消费者的感知质量和购买意向均有显著影响,品牌名只对感知质量有影响,对购买意向影响不显著。品牌名和原产国、原产国和价格、品牌名和价格对感知质量和购买意向无交互作用,但三者对感知质量产生显著交互作用。西化品牌名对感知质量有正面影响,但对购买意向的影响不显著。文章讨论了研究结论的管理内涵。泛滥地取西化品牌名已让消费者感到困惑,他们怀疑西化的品牌名是否真的来自西方。在华外国品牌需要注意三点。第一,定期扫描市场以便弄清它们的品牌是否因当地品牌的模仿而被稀释,相似的品牌名、标识、广告均能稀释品牌形象。第二,取一个听似中国化的品牌名但借助营销传播强调其来源国是一个有效的战略。第三,当延伸到低端品牌时务必谨慎,因为价格水平对感知质量有正面影响。对于本土品牌而言,通过取个西化品牌名来模仿外国品牌的作法已不足以引起消费者正面反应。价格档次比取个西化品牌名更有助于改善本土品牌的形象,因为消费者将高价与高质量联系在一起。论文最后提出了本研究的局限性和进一步的研究方向。
[Abstract]:Choosing the right brand name is one of the most important marketing decisions. Companies in developing markets face the question of whether to choose a westernized brand name or a local brand name because they do not know which will win the preference of consumers. This study examined the implications of brand name, country of origin and price for perceived quality and purchase intention through two experimental designs. It is found that the country of origin and price have a significant impact on the perceived quality and purchase intention of consumers, while brand names only have an impact on perceived quality, but not on purchase intention. Brand name and country of origin, country of origin and price, brand name and price have no interaction on perceived quality and purchase intention, but the three have significant interaction on perceived quality. Westernized brand name has a positive effect on perceived quality, but not on purchase intention. This paper discusses the management connotation of the research conclusions. The proliferation of westernized brand names has confused consumers, who wonder if westernized brands really come from the West. Foreign brands in China need to pay attention to three points. First, regularly scan the market to see if their brands are diluted by the imitation of local brands. Similar brand names, logos, and advertisements can dilute the brand image. Second, it is an effective strategy to choose a brand name that sounds Chinese and emphasize its source country by means of marketing communication. Third, be careful when extending to low-end brands because price levels have a positive impact on perceived quality. For local brands, copying foreign brands by taking a westernized brand name is no longer enough to elicit a positive response from consumers. Price grades help improve the image of local brands more than a westernized brand name because consumers associate high prices with high quality. At the end of the paper, the limitations of this study and the direction of further research are proposed.
【作者单位】：
【基金】：国家自然科学基金项目(70472011) 国家自然科学基金重点项目(70632003)资助
【分类号】：F274

【参考文献】