领袖魅力策略及其对东道国消费者区域品牌偏好的影响——基于道德合理性视角  

Leadership Charisma and Its Effects on Place Brand Preference of Consumer in Host Country:The Perspective of Moral Legitimacy

作　　者：赵卫宏[1,2] 谢升成 Zhao Weihong;Xie Shengcheng(School of Business,Jiangxi Normal University,Nanchang,330022;Management Science and Engineering Research Center,Jiangxi Normal University,Nanchang,330022)

机构地区：[1]江西师范大学商学院,南昌330022 [2]江西师范大学管理科学与工程研究中心,南昌330022

出　　处：《珞珈管理评论》2021年第4期109-126,共18页Luojia Management Review

基　　金：国家自然科学基金项目“如何走进去?区域品牌国际化的进入策略、作用机理与管理启示”(项目批准号:71762019);江西省社会科学规划重点项目“区域文化自信策略、品牌信任与东道国消费者接受:中国企业走出去视角”(项目批准号:17GL02)。

摘　　要：在国际商务中,领袖魅力的多样性对于其所代表的国家(地区或城市)品牌国际化绩效具有重要影响,但现有研究尚未展开深入讨论。本文从道德合理性视角,提出并检验了领袖魅力策略(正价溢出、善谋善成和行为对焦)驱动东道国消费者区域品牌信任和偏好的预测模型及其边界条件。来自购买过外国区域品牌产品的743个样本证据显示,跨国经营的区域品牌可以通过实施正价溢出、善谋善成和行为对焦等操纵性领袖魅力策略获得东道国消费者对区域品牌的信任和偏好。这些策略对东道国消费者区域品牌信任的相对驱动效能由大而小依次为正价溢出、行为对焦和善谋善成。此外,领袖的好感度、区域经济发展水平等因素对领袖魅力策略影响东道国消费者的区域品牌信任具有不同程度的调节效应。这些结论对于跨国经营的区域品牌基于道德合理性的领袖魅力开发国际化战略具有管理启示。The diversity of leadership charisma plays an important role on the internationalization performance of the brands in the countries(regions or cities)they represent in international business,but the existing research has not been discussed in depth.Based on the perspective of moral legitimacy,this paper proposed and examined a prediction model of leadership charisma strategy(value spillover strategy,ability achieve strategy and implementing behavioral focus strategy)to drive place brand trust and preference of consumers in host country and its environmental effects.Evidence from 743 samples who purchased products from foreign place brands showed that,transnational place brands can drive place brand trust and preference of host country s consumers by implementing manipulative leadership charisma strategies such as positive price spillover,ability achieve and behavior focus.The relative driving efficiency of these strategies from large to small is positive price spillover,behavior focus and ability achieve.In addition,environmental factors such as host country consumer s favorability to leader and regional economic development level have different moderating effects on the influence of leadership charisma strategies on consumers place brand trust in host countries.These conclusions might highlight management implications for transnational place brands to develop internationalization strategies based on leadership charisma.

关 键 词：领袖魅力 区域品牌 品牌信任 品牌偏好 道德合理性 

分 类 号：F713.55[经济管理—市场营销] F273.2[经济管理—产业经济]