成分品牌来源国形象对品牌资产及消费者购买意愿的影响——以汽车产品为例

The Effect of the Image of Ingredient Brand Source Country on Brand Equity and Consumers' Inclination to Buy——Taking Automobile Products as An Example

成分品牌联盟的现有研究多专注于企业整体层面,很少关注消费者的态度、认知与行为问题。本文从消费者视角,将企业的成分品牌战略和消费者的购买意愿作为研究对象,主要探讨企业在实施成分品牌时,企业选择的合作品牌(即成分品牌)在来源国形象方面对品牌资产及消费者购买意愿的影响机制。

The existing studies on ingredient brand ally focus on enterprises with little attention to consumers＇ attitudes, cognition and behavior problems. The author selects the corporate ingredient brand strategy and consumers＇ willingness to purchase as the study object from consumers＇ perspective, discusses the mechanism of the impact of cooperation brand（ ingredient brand） which enterprises choose on brand equity and consumers＇ inclination to purchase in the aspect of the image of the source country in enterprises＇ implementation of ingredient brand.