国家品牌资产:构念架构及相关研究述评  

Nation Brand Equity: Three Perspectives of Conceptualization and Integrative Review

作　　者：何佳讯 吴漪[2,3] He Jiaxun;Wu Yi(Faculty of Economics and Management,East China Normal University,Shanghai 200062,China;School of Economics and Management,Tsinghua University,Beijing 100084,China;Institute for Nation(al)Branding Strategy,East China Normal University,Shanghai 200241,China)

机构地区：[1]华东师范大学经济与管理学部,上海200062 [2]清华大学经济管理学院,北京100084 [3]华东师范大学国家品牌战略研究中心,上海200241

出　　处：《外国经济与管理》2020年第5期3-16,共14页Foreign Economics & Management

基　　金：国家自然科学基金项目(71772066,71372177,71072152)。

摘　　要：近年来国家品牌战略的重要性不断凸显,而国家品牌资产的理论研究工作仍处于起步阶段。目前直接探讨国家品牌资产的文献非常有限,但目的地营销、原产国效应及国家形象等相关主题的研究成果可以帮助我们建立关于国家品牌资产基本脉络的认识。通过梳理国内外相关文献,本文提出并论证,国家品牌资产构念在整体上按宏观、中观和微观三个层面相应有三种视角的界定,即独立的国家品牌资产、与产品/品牌关联的国家品牌资产以及融于品牌资产中的国家品牌资产。基于该构念框架,本文还总结了国家品牌资产的测量方法及作用结果,并在此基础上提出了未来开展该领域研究值得重视的若干方向。In recent years, the importance of nation branding has gained increasing notice both from academia and practitioners. Adapting classical consumer-based brand equity theories to nation branding research, the brand of a nation would also be regarded as an asset, i.e., nation brand equity(or"nation equity" for short). However, researches on nation equity still remain limited. This paper systematically reviews relevant research findings on destination branding, country-of-origin and country image, and firstly proposes an integrative framework that conceptualizes and differentiates three perspectives of nation equity:(1)nation equity originated from overall perception independently about a particular nation(e.g., its name, symbols, or culture);(2)nation equity originated from general perception about products and brands from a particular country;(3)nation equity embedded in brand equity of commercial brands. More importantly, this paper illustrates the theoretical definition, level of conceptualization, specific type of branding strategy, and representative example in practices for each perspective.Following the conceptual framework, this paper further illustrates and compares measurement tools for each perspective. Tools from both academic literature and business reports of industry practitioners are included. For example, in terms of nation equity originated from overall perception independently about a particular nation(the first perspective), we introduce both practitioner tools such as Anholt’s Nation Brand Index and scales developed by researchers such as Country Brand Strength Index(Fetscherin, 2010). In addition, we also discuss the downstream effect of nation equity along with the three perspectives:(1)nation equity from the first perspective would improve different stakeholders’ evaluations and behaviors toward outputs associated with a country, including encouraging inward investment, adding value to exports, and attracting tourists and skilled immigrants;(2)nation equity from the second perspective wou

关 键 词：国家品牌 国家品牌资产 国家营销 

分 类 号：F270[经济管理—企业管理]