国家、公司和产品品牌形象对消费者态度与购买倾向的作用机制——基于运动品牌的数据  

The Impact of Country Brand Image,Corporate Brand Image,and Product Brand Image on Consumer's Attitude and Purchase Intention——Base on the Data of Sports Brand

作　　者：杨一翁[1] 孙国辉[1] 

机构地区：[1]中央财经大学商学院,北京100081

出　　处：《经济管理》2013年第1期99-109,共11页Business and Management Journal ( BMJ )

基　　金：教育部人文社会科学规划基金项目"基于中国企业跨国经营的公司品牌影响机制研究"(12YJA630104)

摘　　要：本文旨在研究品牌形象对消费者态度和购买倾向的作用机制,评估了国家品牌形象、公司品牌形象和产品品牌形象三者之间的关系,构建了一个以此三者为自变量,以消费者态度和购买倾向为因变量的模型。通过在线调研,以来自于美、德、日、意、中的运动品牌为测试对象,面向中国消费者对模型进行了检验。通过回归分析,研究发现,公司品牌形象和产品品牌形象对消费者态度和购买倾向有显著的正向影响,国家品牌形象对消费者态度的直接影响不显著;国家品牌形象和公司品牌形象对产品品牌形象有显著的正向影响。通过使用单因素方差分析,研究发现,五个品牌形象的优劣排序依次为:阿迪达斯、耐克、李宁、卡帕、美津浓。这些结论为品牌形象的进一步研究提供了理论基础,并对打造中国国际知名品牌具有指导意义。Brand image is one of the top priorities multi-national enterprises （MNEs） have to pay special attention to when they operate internationally. Researchers and managers used to focus only on the brand image of products, which actually is far from enough if the MNEs are to establish their brands in the international market. Three reasons contribute to this argument： First, among the economic globalization, it is difficult to separate international brands from their country-of-origin （COO）. Thus, the brand image of COO has great influence on the MNEs and their brands. Second, the acceleration of products upgrades makes it unsustainable to support the company by some key product brand. Building up a strong corporate brand is the path we cannot surpass. Third, product brand image is still one of the factors that most influence consumers＇ choice. The quality, price and design of products are the basic consumer perception to a specific brand. And the brand image of low-quality has been the headache for Chinese companies. Due to the above reasons, researches on corporate brand image and country brand image have to be taken against the background of corporate and country development strategy. And our researches should also focus on how the brand images of product, corporate and country are interlinked. In the Chinese MNEs, the brand image of country, corporate and product are same important for building world famous brands. However, academic researches are insufficient. First, researches clustered on country brand and product brand, but scattered on corporate brand. The few researches on corporate band are mostly exploratory instead of empirical. And researches on models integrate these three concepts from different levels are extremely rare. It is thus impossible to comprehensively explain the theoretical problems of brand image. Second, researchers incline to focus on the brands of developed countries rather than those from developing countries. The booming economy and prominent market in developing countri

关 键 词：国家品牌形象 公司品牌形象 产品品牌形象 消费者态度 购买倾向 运动品牌 

分 类 号：F276.7[经济管理—企业管理]