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| 品牌原产地困惑和购买经历对品牌形象的影响 | |
| 引用本文： | 王鹏,庄贵军,董维维.品牌原产地困惑和购买经历对品牌形象的影响[J].预测,2011,30(4). |
| 作者姓名： | 王鹏 庄贵军 董维维 |
| 作者单位： | 1. 西安交通大学管理学院,陕西西安710049;西安体育学院,陕西西安710068 2. 西安交通大学管理学院,陕西西安710049;西安交通大学过程控制与效率工程教育部重点实验室,陕西西安710049 3. 西安交通大学管理学院,陕西西安,710049 |
| 基金项目： | 国家自然科学基金，教育部博士点基金 |
| 摘 要： | 由于当前市场上品牌名称的繁杂,很多消费者都无法准确区分某些品牌的具体来源地.根据消费者对品牌来源地存有的困惑,本文通过问卷调查法研究了品牌原产地困惑和购买经历对于中国消费者品牌形象感知和品牌偏好的影响作用,利用SPSS对数据进行回归分析.结论如下:第一,当境外品牌被误认为是中国本土品牌时,消费者会对该品牌形成较差的品牌形象感知;而当中国本土品牌被误认为是境外品牌时,则发现消费者在品牌形象的感知上与本土认知时的比较并无显著差异;第二,购买经历对本土和境外品牌形象感知及品牌偏好均产生正向影响. |
| 关 键 词： | 品牌原产地困惑 品牌原产地效应 购买经历 品牌形象 |
The Impact of Brand-origin Confusion and Buy Experience on Brand Image Perception of Chinese Consumers |
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| WANG Peng,ZHUANG Gui-jun,DONG Wei-wei.The Impact of Brand-origin Confusion and Buy Experience on Brand Image Perception of Chinese Consumers[J].Forecasting,2011,30(4). | |
| Authors: | WANG Peng ZHUANG Gui-jun DONG Wei-wei |
| Institution: | WANG Peng1,3,ZHUANG Gui-jun1,2,DONG Wei-wei1(1.School of Management,Xi 'an Jiaotong University,Xi 'an 710049,China,2.The Key Lab of the Ministry of Education for Process Control and Efficiency Engineering,3.Xi 'an Physical Education University,Xi 'an 710068,China) |
| Abstract: | Because of the confounding of all kinds of brand name in the market,many consumers can 't distinguish accurately the specific brand origin.This paper proposes and tests the impact of brand-origin confusion and buys experience on consumers ' brand image perception and preference.By use of statistics calculated by multiple regression analysis in SPSS,we found that in the context of current China,firstly,when non-local brand are regarded as local brand,consumers will have worse perception on the brand image on... |
| Keywords: | brand-origin confusion brand origin effect buy experience brand image perception |
| 本文献已被 CNKI 万方数据 等数据库收录！ | |