品牌名、原产国、价格对感知质量与购买意向的暗示作用  

The Suggestive Effects of Brand Naming, County-of- origin, Price on Quality Perception and Purchase Willingness: An Empirical Study in China

作　　者：王海忠[1] 王晶雪[1] 何云[1] 

机构地区：[1]中山大学管理学院

出　　处：《南开管理评论》2007年第6期19-25,32,共8页Nankai Business Review

基　　金：国家自然科学基金项目(70472011);国家自然科学基金重点项目(70632003)资助

摘　　要：选取恰当的品牌名是最重要的营销决策之一。发展中市场的企业都面临选取西化品牌名还是本土品牌名的问题,因为他们不清楚哪一个更能赢得消费者的偏好。本研究通过两个实验设计,检验了品牌名、原产国、价格对感知质量和购买意向的暗示作用。研究发现,原产国和价格对消费者的感知质量和购买意向均有显著影响,品牌名只对感知质量有影响,对购买意向影响不显著。品牌名和原产国、原产国和价格、品牌名和价格对感知质量和购买意向无交互作用,但三者对感知质量产生显著交互作用。西化品牌名对感知质量有正面影响,但对购买意向的影响不显著。文章讨论了研究结论的管理内涵。泛滥地取西化品牌名已让消费者感到困惑,他们怀疑西化的品牌名是否真的来自西方。在华外国品牌需要注意三点。第一,定期扫描市场以便弄清它们的品牌是否因当地品牌的模仿而被稀释,相似的品牌名、标识、广告均能稀释品牌形象。第二,取一个听似中国化的品牌名但借助营销传播强调其来源国是一个有效的战略。第三,当延伸到低端品牌时务必谨慎,因为价格水平对感知质量有正面影响。对于本土品牌而言,通过取个西化品牌名来模仿外国品牌的作法已不足以引起消费者正面反应。价格档次比取个西化品牌名更有助于改善本土品牌的形象,因为消费者将高价与高质量联系在一起。论文最后提出了本研究的局限性和进一步的研究方向。The selection of the right brand name is one of the most important marketing decisions. All marketers in developing markets are facing alternatives between a westernization brand name and a local brand name because they are not sure which is better to win consumers＇ preference. This study adopts experimental method to examine the suggestiveness effects of brand naming, country-of-or/gin and price on consumers＇ product quality perception and willingness to buy under the context of Chinese market. The result indicates that country-of-origin and price level produce significant effects on perceived quality and willingness to buy. Westernization brand name has a positive impact on quality perception but does not produce significant impact on buy willingness. Proliferation of westernization brand naming after China＇s retorm and opening policy made consumers confused that a westernization brand name is really originated from the Western or not. The marketing implications are discussed. For international marketers in China, several points should be highlighted. Firstly, they should scan frequently the local markets to identify whether their trademarks are diluted because of local brands＇ imitation, similar brand name, logo or slogan can blur brand＇s image. Secondly, adopting a brand name sounding very Chinese but highlighting its western origin by marketing communications is an effective strategy. Thirdly, international brands should be careful when extending to the low-end entry-level brands because price-level produces positive effect on quality perception. For the domestic brands, imitating foreign brand simply by adopting a westernization brand name is not adequate to get consumers＇ favorable response. Price level is more effective than westernization brand name to improve the image of domestic brands because consumers associated high price with high quality. The authors discussed the limitations of this study and the future research directions are pointed out at the end of this paper.

关 键 词：品牌名 原产国 价格 感知质量 购买意向 

分 类 号：F274[经济管理—企业管理]