高质量如何获得国际好声誉?——基于道德合理性的区域品质策略

How can High Quality Gain a Favorable Reputation in International Markets?--The Ethical Quality Strategy for Place Brand on Basis of Moral Legitimacy

在国际商务中,经济的高质量并不必然带来国际好声誉。如何从社会层面构建品质的高质量已成为获得国际好声誉的现实命题。本文基于道德合理性理论,从区域层面提出并检验了品质策略及其促使区域品牌获得国际好声誉和东道国消费者接受的预测模型及情境因素。来自购买过外国区域品牌产品的967个样本证据显示,跨国经营的区域品牌可以通过理念品质顺应、价值品质选择和形象品质示范等品质策略获得国际好声誉和东道国消费者接受。这些策略对于区域品牌声誉的相对影响效能由强而弱依次为价值品质选择、形象品质示范和理念品质顺应。此外,区域温暖感和经济发展水平对于区域品质策略促升区域品牌国际声誉具有不同的调节效应。这些研究结论可以为高质量获得国际好声誉提供理论洞见和管理启示。

In international business,the high quality in the economic dimension could not always lead to a favorable international reputation.How to build a high quality in the ethical dimension has become a practical issue to address in order to gain a favorable reputation in international markets.This study,based on the theory of moral legitimacy,investigates the relationships among ethical quality strategy for place brand,place brand reputation,and host country’s consumer acceptance.The empirical results from 967 valid sample respondents who have purchased foreign place brand products indicate that each of the ethical quality strategies for place brand(ideal quality conformation,value quality selection,and image quality manipulation)has positive effects on place brand reputation.The relative predictability of these dimensions on place brand reputation also falls into a particular order:Value quality selection is most predictable,followed by image quality manipulation,and then ideal quality conformation.In addition,place warmth and economic development level have different moderating effects on the influence of ethical quality strategy on place brand reputation.Finally,place brand reputation has a positive effect on host country’s consumer acceptance.These results altogether provide valuable insights into the effect of ethical quality strategies on place brand reputation,which encourages place brand managers to be collaboratively involved in ethical quality strategies in international markets.