中国运动装品牌关系质量的溢出效应:儒家元分文化的视角

Ruichen Yang, Hemin Song
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引用次数: 0

摘要

目的中国消费者的品牌偏好正从国外运动装品牌转向国内运动装品牌。这表明中国消费者与国内运动品牌之间的关系越来越紧密。本研究旨在探讨中国国内运动装品牌关系质量的溢出效应,以揭示驱动这一偏好转变的心理机制。该调查在网上产生了 326 份有效答卷。研究结果互动信念、亲密互动和幸福感作为儒家元分品牌关系质量的形成维度得到了验证,而情感表达和宽容度没有得到验证。儒元芬品牌关系质量对产品原产地形象和国内运动装品牌偏好具有溢出效应。产品原产地形象在儒元芬品牌关系质量和国产运动服品牌偏好之间具有中介作用。然而,消费者的排外中心主义并不能调节儒家源远流长的品牌关系质量对国产运动服装品牌偏好的溢出效应。它有助于理解中国消费者如何看待他们与国内运动品牌之间的关系。研究结果推进了目前有关体育营销中品牌关系质量和溢出效应的知识体系,表明中国体育用品品牌可以探索合作竞争的可能性,以实现互利共赢。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The spillover effect of Chinese sportswear brands' relationship quality: a perspective of Confucian yuanfen culture
PurposeChinese consumers' brand preferences are shifting from foreign sportswear brands to domestic ones. This indicates an increasingly strong relationship between Chinese consumers and domestic sportswear brands. The purpose of this study is to explore the spillover effect of Chinese domestic sportswear brands’ relationship quality to uncover the psychological mechanisms driving this preference shift.Design/methodology/approachThe study used a brand relationship quality scale based on Chinese Confucian yuanfen culture, considering it as a second-order reflective-formative construct. The survey generated 326 valid responses online. Due to the presence of second-order reflective-formative construct in the variables, SmartPLS 4.0 was used for hypothesis testing.FindingsInteraction belief, intimate interaction and happiness as formative dimensions of Confucian yuanfen brand relationship quality are validated, while emotional expression and tolerance are not. The Confucian yuanfen brand relationship quality has a spillover effect on product origin image and domestic sportswear brand preference. Product origin image has a mediating role between Confucian yuanfen brand relationship quality and domestic sportswear brand preference. However, consumer xenocentrism does not moderate the spillover effect of Confucian yuanfen brand relationship quality on domestic sportswear brand preference.Originality/valueThis study tests brand relationship quality from Confucian yuanfen perspective as a second-order reflective-formative construct. It contributes to understanding how Chinese consumers perceive their relationships with domestic sportswear brands. The results advance the current body of knowledge on brand relationship quality and spillover effect in sports marketing, indicating that Chinese sportswear brands can explore the possibility of co-opetition to achieve mutual benefits.
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