中国文化背景下品牌情感的结构及对中外品牌资产的影响效用  

The Structure of Consumers' Affects in the Context of the Chinese Culture and their Effects on the Equity of China's and Foreign Brands

作　　者：何佳讯[1] 

机构地区：[1]华东师范大学商学院品牌科学研究中心

出　　处：《管理世界》2008年第6期95-108,共14页Journal of Management World

基　　金：国家自然科学基金面上项目"文化价值观影响下的消费者品牌态度:世代差异与代际影响研究"(批准号70772107)的阶段性成果

摘　　要：目前学界对品牌情感的测量操作并非一致,有关这一构念的跨文化研究也十分有限。本文在中国文化背景中建立了品牌情感构念,提出由"真有之情"和"应有之情"构成的双维度结构。通过抽样数据验证了量表的信度和效度,并测量了其对于品牌资产的作用及在中外品牌上的影响机制差异。结果表明,对于国产品牌,"应有之情"比"真有之情"更重要地对品牌忠诚及其结果产生作用,而对于国外品牌则反之。这个研究结果从新的角度揭示了中外品牌资产的形成差异,蕴涵了重要的管理含义。The academic world's operation of measuring consumers' affection for brands differs at present,and quite limited is the cross-cultural study on the conceptualization of brand affect.In this article,we have formed the conception of brand affect in China's cultural background and offered a dual-dimensional measurement model that consists of 'real emotion' and 'assumed emotion'.By the use of sampled-data,we have tested and verified the reliability and efficiency of our measurement,and have gauged its effect on the brand assets and the difference in the impact mechanism in terms of Chinese and foreign brands.The results show that the assumed emotion toward domestic brands has more effect on loyalty to brand and its results than foreign brands.The result of this study has,from a new aspect,revealed the variation in the shaping of Chinese and foreign brand asset and has important theoretical implications for management.

关 键 词：品牌情感 品牌资产 品牌忠诚 本土化研究 

分 类 号：F273.2[经济管理—企业管理]