体育品牌原产地困惑对品牌形象感知的影响:知名度的调节作用

The Impact of Sports Brand-Origin Confusion on Brand Image Perception:The Moderating Effect of Brand Awareness

以消费者行为理论和品牌原产地效应的研究文献为基础,基于体育服装品牌,研究了品牌原产地困惑和品牌知名度对中国消费者品牌形象感知的影响。通过问卷调查进行了实证检验,得出以下结论:第一,当消费者将某个国外体育品牌错误判断为本土体育品牌时,会认为这个国外品牌的品牌形象较差,同时也会更不偏好;第二,本土品牌知名度会对本土品牌原产地困惑与本土品牌形象感知之间的负向关系起到调节作用,而对国外品牌而言,品牌知名度的调节作用不显著。

Based on the theory of consumer behavior and the literature review of brand origin effect, this paper proposes and test the impact of brand-origin confusion and brand awareness on consumers ＇ brand image perception. We have finished a survey related to sportswear and collected valid questionnaires, the results are as follows： firstly, the higher their confusion over the origin of local brand, the less the consumers would perceive the brand image of non-local brand , and the higher their confusion over the origin of a non-local brand; Secondly, the awareness of local brands negatively moderates the positive relationship between brand-origin confusion and brand image perception, while moderating effect of the awareness of non-local brands is not significant; Thirdly, the awareness of brands have negative impact on consumers＇ preferring brand.