国家品牌效应及其调节变量研究

在当今国际竞争环境下,国家品牌正变得越来越重要。本文使用文献资料法,指出国家品牌包括3个层面:整体国家形象、整体产品形象和类别产品形象。消费者对这3个层面的整体感知影响他们的购买决策,这就是国家品牌效应。国家品牌效应受到一些变量的调节作用:消费者品牌熟悉度、认知需求、介入度会调节国家品牌和消费者感知、评价、态度之间的关系;消费者民族中心主义、爱国热情、敌意会调节消费者感知、评价、态度和消费者购买意向之间的关系;经济发展水平、文化类型、产品类型是整体框架的调节变量。

Country brand is becoming more and more important in today＇s international competition environments. Using documentation method, the paper points out that country brand consists of three levels： the overall country image, the overall product image and the category product image. Consumers＇ perceptions of these three levels affect their purchase decisions, which is country brand effect. Country brand effect are moderated by some variables： consumers＇ brand familiarity, cognition need and involvement moderate the relationships of country brand and consumer＇s perception, evaluation and attitude; consumers＇ ethnocentrism, patriotism and animosity moderate the relationships of consumers＇ perception, evaluation, attitude and consumers＇ purchase intention; the economic development level, culture type and product type are moderators of the overall framework.