“仿洋”品牌命名中原产国刻板印象内容与产品属性的非对称性效应研究

Asymmetric Effect of Country of Origin Stereotype Content and Product Attributes in Foreign Branding

本文以中国市场上的“仿洋”品牌命名现象为背景，探讨“洋”品牌名的原产国刻板印象内容和产品属性二者如何影响消费者的产品评价。结果发现，原产国刻板印象内容与产品属性对产品评价存在显著的非对称性影响。具体而言，当产品属性为功能性时，“洋”品牌名传递温情型（相对于能力型）原产国刻板印象内容下产品评价较高；当产品属性为享乐性时，“洋”品牌名传递能力型（相对于温情型）原产国刻板印象内容下产品评价较高。研究结果支持了“中等不一致效应”理论，而且为新兴国家企业科学合理制定“仿洋”品牌命名策略提供了战略启示。

This paper discussed the influence of country of origin stereotype content of tbreign brand name and product attributes on consumers＇ product evaluation under the background of foreign branding in the Chinese market. The results showed that country of origin stereotype content and product attributes experienced an apparently asymmetric effect on product evaluation. Specifically, when product attributes were utilitarian, consumers＇ product evaluation were higher if foreign brand name transferred the warmth （vs. competence） type of country of origin stereotype content; while when product attributes were hedonic, consumers＇ product evaluation were higher if foreign brand name transferred the competence （vs. warmth） type of country of origin stereotype content. The findings of this study supported Moderately Incongruity Effect＂ theory, and provided a valuable reference for emerging-country companies to tbrmulate scientific and reasonable strategies foreign branding. the of