中国品牌全球化与文化兼容性对海外发达市场消费者品牌效用评价的影响——基于对日韩消费者调查的实证研究  

Effects of Chinese Brand Globalization and Cultural Compatibility on Consumers'Brand Utility Evaluation in Overseas Developed Markets

作　　者：李雪欣[1] 连怡臻 Li Xuexin;Lian Yizhen

机构地区：[1]辽宁大学商学院,辽宁沈阳110136

出　　处：《企业经济》2024年第7期37-47,共11页Enterprise Economy

基　　金：辽宁省社会科学规划基金项目“虚拟品牌社区顾客契合行为的机理、效应与提升策略研究”(项目编号:L22BGL002);辽宁大学亚洲研究中心项目“中国品牌评价与品牌全球化策略——基于日韩消费者的调查”(项目编号:Y202105)。

摘　　要：探讨中国品牌全球化战略实施的优化路径对于推动高水平对外开放、提升品牌对经济发展的引领作用具有重要意义。基于对日本和韩国消费者的调查数据,采用分层结构方程模型(MG-SEM)和模糊集定性比较分析法(fsQCA)检验发现:提高发达市场消费者的中国品牌全球化感知和品牌文化兼容性感知有利于提升消费者的品牌效用评价;消费者的品牌知名度感知、品牌质量感知和品牌社会影响力感知起到了差异化的中介作用。鉴于此,中国品牌在海外寻求扩张时,应注重打造全球形象,建设兼容性品牌文化,基于目标市场消费者需求差异夯实品牌资产,进而提升消费者中国品牌效用评价。It is of great significance to explore the optimization path of the implementation of Chinese brand globalization strategy for promoting high-level opening-up and enhancing the leading role of brands in economic development.Based on the survey data of Japanese and South Korean consumers,hierarchical structure equation model(MG-SEM)and fuzzy set qualitative comparative analysis(fsQCA)are used to test the results.It is found that improving the perception of Chinese brand globalization and brand culture compatibility of consumers in developed markets is conducive to improving consumers'brand utility evaluation;consumers'perception of brand awareness,brand quality and brand social influence play a differentiated intermediary role.Therefore,when Chinese brands seek to expand overseas,they should focus on building a global image,building a compatible brand culture,consolidating brand equity based on the difference in consumer demand in the target market,and thus improving consumers'utility evaluation of Chinese brand.

关 键 词：品牌全球化感知 品牌文化兼容性感知 品牌资产 品牌效用评价 信号理论 

分 类 号：F742[经济管理—国际贸易]