公司品牌形象和国家品牌形象对购买意向的影响——基于中国跨国公司的实证分析

The Impact of Corporate Brand Image and Country Brand Image on Purchase Intention——Based on China's Multi-National Enterprises

本文针对中国跨国公司,旨在研究公司品牌形象和国家品牌形象对消费者购买意向的作用机制。构建了一个以公司品牌形象和国家品牌形象为前因,以全球消费文化和产品卷人度为调节,以购买意向为后向结果的概念模型,重点探究了在产品熟悉度不同的条件下,全球消费文化和产品卷人度两个变量调节效应的异同。实证结果显示,在国际化环境中,公司品牌形象和国家品牌形象对购买意向具有显著的正向影响。尤为重要的是,全球消费文化和产品卷人度对上述影响关系具有调节作用。具体来讲,全球消费文化正向调节公司品牌形象和国家品牌形象对购买意向的影响关系,产品卷入度反向调节公司品牌形象和国家品牌形象对购买意向的影响关系,产品熟悉度决定了上述调节作用的程度。这些结论进一步丰富了品牌研究的理论基础,并为中国跨国经营企业实施品牌战略提供了有意义的借鉴。

In the recent years, with the acceleration of economics, more and more enterprises from China go abroad to participate in the international market competition. Whether a country＇ s products can get consumer＇ s favor cult to win by increasing product quality only. Therefore, as the consistent source of competitive advantages, corporate brand image has become more and more important for China＇ s enterprises to dominate markets around the world. In addition, the competitive environment is more complex in the international market, the country＇ s brand image is another factor affecting consumption choices. Based on China＇ s multi-national enterprises, this study discusses the impact of corporate brand image and country brand image on purchase intention. The conceptual model is built with corporate brand image and country brand image as independent variables, purchase intention as dependent variable, global consumer culture and product involvement as moderators. The experimental results show that corporate brand image and country brand image have significant positive influence on purchase intention. Particularly, the global consumer culture and product in- volvement moderated the relationships above, and product familiarity decides the direction and degree of the regulating effects. On the one hand, the conclusions in this paper enriches the literature of brand research＇ s foundation theory. Many related theories about corporate brand image and country brand image have been established in westem countries, but this aspect of the researches are often studied respectively, either separately researching on the in- fluence of corporate brand image on consumer purchase intention, either separately researching on the influence of country brand image on consumer purchase intention. This paper based on China＇ s multi-national enterprises, focusing on the impact of corporate brand image and country brand image on purchase intention together can brings us new perspectives and knowledge. On the other hand, the conclusions of this paper also provide certain valuable im- plications and significance for the implementation of brand strategy for China＇ s multi-national enterprises and Chi- nese government. Not only corporations but also the government should fully recognize the crucial effect of corporate brand image and country brand image on purchase intention. The managers of enterprises should change their out- dated way of thinking to meet the needs of the international market, and establish the strong company brand im- age. The government should strive to build a strong country brand image,provided a basis for domestic enterprises to occupy the international market. However, the researches in this paper also have certain limitations. Firstly, as an exploratory research, because of the limitation of time and cost for us, although the respondents in our study come from more than one country, they are just foreigners living in China, so the sample does not have totally representativeness. In future study, we can expanding research area for more representative date. Secondly, in this study, we only choose Haier, Lenovo, Huawei and Qingdao beer as research objects,it is not sure whether other corporate brands and products also have the same effect, so a wide range of research subjects may be needed for more reliable conclusions. Lastly, based on the researches in this paper, we still need to extend the research model by increasing the regulating factors continuously so as to reach more accurate and comprehensive research conclusions.