原产国、品牌体验与品牌资产的关系:汽车国的调节作用

Lily Shui-Lien Chen, Yi-Jing Wu, Wei-Chun Chen
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引用次数: 13

摘要

全球化使品牌竞争加剧,使组装国(COA)/设计国(COD)/零件国(COP)在全球市场上与客户紧密联系在一起。以往的研究都采用“关系”一词来加强对消费者与品牌关系的理解。本文的目的是检验装配国/设计国/零件国、品牌体验和品牌资产之间的关系。汽车国家对模型的调节效果进行检验。选取2010年台湾汽车市场销售报告中进口车销量排名前两位的汽车品牌(日本/德国)作为研究设置。通过网络调查和纸质问卷调查两种方法,共收集到688名有用的受访者。受访者为台湾的日系/德系车主。采用AMOS 17.0统计软件进行结构的信度/验证性检验,采用结构方程模型(SEM)进行模型假设检验。数据分析结果均支持假设。最终的研究结果如下:第一,装配国、设计国和零部件国正向影响品牌体验。第二,结果显示品牌体验正向影响品牌资产。第三,汽车国家(日本/德国)在模型中起着调节作用。最后,本研究为汽车行业的国际营销决策者和未来的研究者提供了管理启示和方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Relationship between country of origin, brand experience and brand equity: The moderating effect of automobile country
Globalization made branding competition rise that caused the country of assembly (COA)/country of design (COD)/country of parts (COP) linked to customers closely in global market. Prior studies have adopted the “relationship” to enhance the understanding of the relationship between consumers and brands. The purpose of the paper is to test the relationship between country of assembly/country of design/country of parts, brand experience and brand equity. Automobile country will be tested the moderating effect on the model. Top two automobile brands (Japan/Germany) sale of imported cars in 2010 Taiwan automobile market sale reports are selected as research setting. A sample of 688 useful respondents was collected through online survey and paper questionnaires two methods. The respondents are the Japan/Germany car owners in Taiwan. AMOS 17.0 statistic software is adopted to analyze the reliability/validation testing of constructs and structural equation modeling (SEM) was use for the model hypotheses testing. The hypotheses were all supported by the data analysis result. The final research findings are as following. First, country of assembly, country of design, and country of parts were positively affects brand experience. Second, the results revealed brand experience was positivity affects brand equity. Third, the automobile country (Japan/Germany) plays a moderating role, significant in the model. Finally, the study offer management implications and directions to international marketing decision-makers of automobile industry and future researchers.
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