中国情境下的品牌族性:多维度结构、测量及其对政治消费行为意愿的影响验证

Brand Ethnicity in Chinese Context:The Multi-dimensional construction,Measurement and Verification the Impact on Political Consumption Behavior

在全球化大趋势下,逆全球化思潮的抬头给本土品牌族性的彰显带来新的考验和挑战。面对华为被制裁和联想5G投票等事件,以往西方学者基于身份识别和文化联想提出的“品牌族性内涵”已无法给出合理解释和指导。因此,本文结合社会身份理论,从本土消费群体对本土品牌在族性方面的共同主观意识存在和期望视角出发,通过对线上/下受访者资料的扎根分析,构建了中国情境下品牌族性的五个维度:国产身份、政治立场、市场表现、国家贡献和民族文化。按照量表开发中探索性和验证性因子检验程序,最终确定测量品牌族性的18个问项。以此为基础设计问卷,检验了品牌族性的预测效度,即它对政治消费行为意愿的影响机制及结果。研究结论为学界和业界后续开展品牌族性研究、作为及效果评价提供了理论依据和指导。

The contemporary era is witnessing a profound transformation,one that has not occurred in a century.The ongoing processes of globalisation and the emergence of anti-globalisation discourse have rendered enterprises,as micro-subjects,susceptible to the influence of ethnic connotations.This,in turn,is subject to the fluctuating dynamics of social media,which can potentially alter the domestic and international reputation and image of an enterprise brand at any given moment.In accordance with the tenets of the social identity theory,this paper posits five dimensions of brand ethnicity within the Chinese context:domestic identity,political stance,market performance,national contribution,and national culture.Following the completion of exploratory and validation factor testing procedures in scale development,the 18 items measuring brand ethnicity were finalised.On this basis,a questionnaire was designed to test the predictive validity of brand ethnicity,that is to say,the mechanism and outcome of its influence on political consumerism.