品牌来源国对消费者购买意愿的影响被引量：2

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摘要随着全球经济一体化的深入发展,企业产品同质化特征愈加明显,产品竞争越来越表现为不同品牌之间的竞争。从产品的不同属性角度出发,探讨品牌来源国对消费者购买欲望的影响,解释享乐性产品与功能性产品品牌建设的不同与着力点,并提出树立国家品牌意识、凝聚企业文化、向消费者普及产品知识、提高产品质量和附加效益等提升产品竞争力的建议。 With the development of global economic integration,product homogeneity becomes more obvious.Competition is in-creasingly reflected in competition between different brands.This paper investigate the effects of the country of origin brand im-pact on consumers desire to purchase from the product different aitributes perspective,explaining the differences between he-donic products and functional products and providing recommendations for the development of enterprises.

作者杨健

机构地区上海海事大学

出处《对外经贸》 2014年第1期116-118,共3页 FOREIGN ECONOMIC RELATIONS & TRADE

关键词品牌来源国享乐性功能性消费者购买欲望 brand country of orgin hedonic functionality consumer desire to purchase

分类号 F274 [经济管理—企业管理]

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参考文献4

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