低介入地理品牌的区域认知差异与形成机制

The Formation on Low-involved Geographical Brand Perception and the Region Difference

越来越多的地理品牌面临如何突破原区域市场范围的问题,以往的地理品牌研究更多集中于企业个体的行为趋同效应。以低介入、加工型食品地理品牌为研究对象,通过结构方程建模分析研究地理品牌形象认知的形成机制,探索外区域消费者对地理品牌公众形象认知的差异性。研究发现,就低介入加工型食品地理品牌而言,外区域消费者更容易对地理品牌形象给予更为积极的评价,而相对于本地消费者,外地消费者的形象认知更多受到对地理品牌的历史文化传承的影响。研究结论将为地理品牌的形象塑造和市场拓展提供营销启示。

It is more and more important how to expand the market to the geographical brands. But most research papers pay more attention to the enterprise brand problems from the geographical brands. Through SEM analysis, we aims to unveil the internal formation mechanism of the geo- graphical brand perception and the moderating role of region difference. Empirical support is provided to the impact of perceived brand image on be- havioral intentions of customers. The moderating effects of region difference are further investigated. The results suggest perceived culture of the brand could have more positive influence on the brand perception as to the customers from other region.