跨国品牌联合评价中的来源国和民族中心主义

Country of Origin and Ethnocentrism in the Evaluation of Multinational Brand Alliance

对于中国汽车行业而言,跨国品牌联合是能够有效提高品牌竞争力的营销战略。掌握消费者对跨国品牌联合的评估机理和影响因素是品牌联合取得成功的前提。文章通过引入来源国匹配性和消费者民族中心主义的概念对已有品牌联合消费者评价模型进行了扩展。结果显示,民族中心主义既能够直接负向影响消费者对联合品牌的态度,也能借助来源国匹配性、品牌匹配性、消费者对本国品牌的态度、消费者对外国品牌的态度作为中介变量,对消费者对联合品牌的态度产生负向间接影响。此外,尽管未受到民族中心主义的影响,但产品匹配性仍可正向影响消费者对联合品牌的态度。研究结果可为中国汽车行业进行品牌联合提供借鉴和参考。

Multinational band alliance is an effective marketing strategy to strengthen the competitive power for Chinese auto industry. Understanding the evaluation mechanism and influencing factors is the foundation for the success of multinational brand alliance. Country of origin and consumer ethnocentrism is taken into account to form an extension model from the existing brand alliance model. The empirical results reveal that consumer ethnocentrism can not only negatively influence consumer＇ s attitude toward brand alliance directly, but also exert negative impact by the mediation of country of origin fit, brand fit, consumer＇ s attitude on native brand, and consumer＇ s attitude on foreign brand. Although not influenced by consumer ethnocentrism, product fit has negative influence on consumer＇ s attitude on brand alliance as well. The conclusions can be referenced for Chinese auto industry＇ s brand alliance practice.