基于属性水平的品牌来源国作用机制研究——信息处理的视角被引量：20

The Effects of Brand Origin on Attributes Evaluations:An Information Processing Perspective

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摘要制造和质量控制技术在全球范围的转移,导致"制造国"影响减弱,这对传统原产地研究提出了新的挑战。本研究在区分品牌来源国和产品制造国的基础上,通过把产品属性划分为搜索属性和信任属性,探索品牌来源国如何在属性评价层面上影响消费者。本研究发现,品牌来源国主要在信任属性上影响消费者对产品的评价。不仅如此,与新手型消费者相比,专家型消费者评价信任属性时更多地受到品牌来源国刻板印象的影响。 Manufacturing and quality control technologies are increasingly transferred from developed countries to developing countries. This may greatly dilute the effects of ＂made in＂ clues,and challenge the traditional wisdom of country of origin research,which focuses on the effects of manufacturing country image. In this study,we concentrate on exploring how brand origin influences consumers＇ perceptions of the branded products in attribute level. We find that the stereotype images of brand origin do influence consumers＇ evaluation of credence attributes,but not of the search attributes. Further,this effect is more pronounced for expert consumers than for novice consumers.

作者吴坚符国群丁嘉莉

机构地区中国人寿资产管理有限公司北京大学光华管理学院

出处《管理评论》 CSSCI 北大核心 2010年第3期69-77,共9页 Management Review

基金国家自然科学基金项目(70572021 70972012)

关键词品牌来源国搜索属性信任属性消费者知识 brand origin country of manufacture search attribute credence attribute consumer knowledge

分类号 F273.2 [经济管理—企业管理]

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