国家形象与中国产品走出去的资产累积

On the Country Image and Brand Equity

国家形象的一个重要作用在于累积该国品牌资产的潜在能力。通过来自108个国家的外国消费者的问卷调查,从消费者爱国心视角研究国家形象和感知价值对品牌资产的影响。研究发现:品牌资产与产品的国家形象有显著的正相关关系;消费者对产品的感知价值在国家形象和品牌资产的关系中起到中介效应的作用;消费者爱国心直接调节了国家形象与品牌资产之间的关系,同时正向调节了国家形象与感知价值、感知价值与品牌资产的关系。进一步研究显示,消费者爱国心水平越高,国家形象和感知价值对品牌资产的影响越重要。研究结果对于中国产品走出去和实施品牌国际化战略具有重要借鉴意义和参考价值。

A key benefit of country image for enterprises is its potential to increase brand equity. This study examines the influence of country image and perceived quality on brand equity in different consumer ethnocentrism conditions.We found that consumer-based equity of a brand w as significantly associated w ith the country of origin of the products.In addition,perceived quality to Chinese products by foreign consumer partial mediated the relationships betw een country image and brand equity. Furthermore,consumer ethnocentrism moderated the strength of the direct relationships betw een country images and brand equity,and it moderated the strength of the mediated relationships betw een country images w ith brand equity via perceived quality,such that the mediated relationship w ill be stronger under high consumer ethnocentrism than under low consumer ethnocentrism. According a survey from 132 countries and 3601 foreign consumers,it illustrates a direct and important strategic and practical significance for managers to implement the brand strategy of internationalization.