消费者视角下的综合品牌效应研究--基于汽车品牌的数据

Research on Comprehensive Brand Effect from a Consumer Perspective: Data from Automobile Brands

当今,中国品牌大而不强,缺少真正有国际竞争力的全球品牌。产品、公司和国家品牌均对中国打造全球品牌至关重要。现有研究大多是在各自领域内分别探索产品、公司和国家品牌对消费者购买决策的影响,少数研究考虑了其中两者,但很少有研究在一个模型中同时检验三者之间的关系,以及三者对消费者购买决策的影响机制。基于此,本研究构建产品、公司和国家品牌对消费者态度与购买其倾向的影响模型,以弥补上述研究空缺。本研究以来自5个国家的5家汽车公司的5款汽车产品作为研究对象,以中国消费者作为样本收集数据,并运用结构方程模型等方法分析数据。研究结果表明:(1)产品品牌与国家品牌均对公司品牌有显著的正向影响,且产品品牌的影响更大;(2)产品品牌显著影响消费者购买倾向,但国家品牌对消费者购买倾向的直接影响不显著;(3)公司品牌首先影响消费者态度,再进一步影响消费者购买倾向;(4)消费者对公司品牌的态度对其购买倾向的影响力最强,次之为产品品牌,影响力最弱的是国家品牌。此研究成果丰富了品牌理论,并对中国打造全球品牌具有一定的指导意义。

Nowadays, China＇s brands are large but tive global brands. Product brand, corporate brand, and not strong, and China lacks internationally competicountry brand are all of crucial important to building China＇s global brands. Most of the existing researches have explored the impacts of product brand, corporate brand, and country brand on consumer purchase decisions in their own fields, respectively. A few researches have considered two of them. However, there are rare available empirical researches that have analyzed the relationships among them and the influencing mechanism of them on consumer purchase decisions in one mo- del Based on this, this research develops a model of product, corporate, and country brand affecting consumer attitudes and purchase intentions, to make up for the vacancy above. A survey on Chinese consumers is conducted to examine their attitudes and purchase intentions to five automobile products of five corporations which come from five countries. Using structural equation modeling and other methods to analyze data, this re- search finds that： （1） product band and country brand both have significant positive impacts on corporate brand and the impact of product brand is stronger; （2） the impact of product brand on consumer purchase in- tentions is significant but country brand has no direct influence on consumer purchase intentions; （3） corporate brand firstly influences consumer attitudes and then affects consumer purchase intentions; （4） the relative effect of all three on consumer purchase intentions from strongest to weakest is as follow： consumer attitudes toward corporate brand, product brand and country brand. These research results enrich the theory of brand and provide managerial implications for building China＇s global brands.