品牌来源国对国内汽车购买者品牌态度的影响被引量：17

Research on Influence of Country-of-Brand toward Chinese Automobile Buyer's Brand Attitude

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摘要跨国公司的运营使品牌日益全球化,在世界各国市场上几乎都存在本国品牌与在本国制造的跨国公司品牌的竞争,因此,品牌来源国对购买者品牌态度的影响就成为值得探讨的问题。本文通过实证研究探讨品牌来源国对国内汽车购买者品牌态度的影响。揭示品牌来源国通过购买者的信息认知线索和偏好与信念影响购买者品牌的态度,其中,关键因素的是购买者对品牌个性认同度的程度,且只有品牌个性认知度、个性独特性和认同度交互影响,购买者方能建立积极的品牌态度。 The global operations of transnational corporations make brand increasingly globalization, design, manufacture, and raw materials have condensed brand, there are tough brands competitions between domestic enterprises and multinational corporations in many country. So, country of brand on the impact of buyer＇s brand attitude become worthy of exploration. In this paper, empirical studies have ex plored the country of brand how to influent Chinese automobile buyers brand attitude. The result reveal country of brand involved in the cue of informative recognition, preference and belief of buyer＇s brand to influence buyers brand attitude formation, which plays a key role in the degree of brand personality unique acceptance, and only in the situation when brand personality awareness, recognition of personality unique and acceptance interact in building process of buyer＇s brand attitude, buyers can only establish positive attitude toward one brand.

作者易牧农郭季林

机构地区南开大学商学院天津财经大学

出处《经济管理》 CSSCI 北大核心 2009年第12期94-102,共9页 Business and Management Journal ( BMJ )

关键词品牌来源国品牌态度信息认知线索品牌偏好与信念 country of brand buyer＇s attitude to brand the cue of informative recognition preference and belief of buyer＇s brand

分类号 F272.3 [经济管理—企业管理]

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