{"title":"作为全球社会的一员:中国品牌原产地显著性对全球身份认知和品牌评价的影响","authors":"Zhuomin Shi, Xiangyun Zhang, Chunji Jin, Qianying Huang","doi":"10.1108/jpbm-11-2023-4830","DOIUrl":null,"url":null,"abstract":"\nPurpose\nGiven that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by increasing global identity perceptions, and figuring out the moderating role of uncertainty avoidance.\n\n\nDesign/methodology/approach\nThree experiments were conducted in different product categories to test the effect of Chinese brand origin salience. Study 1 and Study 2 collected data from different countries (i.e. Japan and the USA) with varying levels of uncertainty avoidance. In Study 3, the data were collected from the single-country sample, including participants from cultural backgrounds with high (Asian Americans) and low (Caucasian Americans) uncertainty avoidance.\n\n\nFindings\nChinese brand origin salience positively influences brand evaluations via increased global identity perceptions. In addition, uncertainty avoidance plays a moderating role in the process. Specifically, the favorable effect of Chinese brand origin salience on brand evaluations will be attenuated among consumers with high (vs low) uncertainty avoidance.\n\n\nOriginality/value\nThis paper demonstrates that Chinese brand origin salience can enhance brand evaluations beyond prior work focusing on the negative stereotypes of Chinese brands and their imitation of Western brands. Importantly, Chinese brands have become an important part of the global community as Chinese brand origin salience can evoke consumers’ global identity.\n","PeriodicalId":114857,"journal":{"name":"Journal of Product & Brand Management","volume":"31 8","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2024-07-24","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations\",\"authors\":\"Zhuomin Shi, Xiangyun Zhang, Chunji Jin, Qianying Huang\",\"doi\":\"10.1108/jpbm-11-2023-4830\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"\\nPurpose\\nGiven that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by increasing global identity perceptions, and figuring out the moderating role of uncertainty avoidance.\\n\\n\\nDesign/methodology/approach\\nThree experiments were conducted in different product categories to test the effect of Chinese brand origin salience. Study 1 and Study 2 collected data from different countries (i.e. Japan and the USA) with varying levels of uncertainty avoidance. In Study 3, the data were collected from the single-country sample, including participants from cultural backgrounds with high (Asian Americans) and low (Caucasian Americans) uncertainty avoidance.\\n\\n\\nFindings\\nChinese brand origin salience positively influences brand evaluations via increased global identity perceptions. In addition, uncertainty avoidance plays a moderating role in the process. Specifically, the favorable effect of Chinese brand origin salience on brand evaluations will be attenuated among consumers with high (vs low) uncertainty avoidance.\\n\\n\\nOriginality/value\\nThis paper demonstrates that Chinese brand origin salience can enhance brand evaluations beyond prior work focusing on the negative stereotypes of Chinese brands and their imitation of Western brands. Importantly, Chinese brands have become an important part of the global community as Chinese brand origin salience can evoke consumers’ global identity.\\n\",\"PeriodicalId\":114857,\"journal\":{\"name\":\"Journal of Product & Brand Management\",\"volume\":\"31 8\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2024-07-24\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Product & Brand Management\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/jpbm-11-2023-4830\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Product & Brand Management","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/jpbm-11-2023-4830","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Being a member of global community: the effect of Chinese brand origin salience on global identity perceptions and brand evaluations
Purpose
Given that Chinese brands and products are widespread in the global market, this paper aims to examine the effect of Chinese brand origin salience (vs not) on brand evaluations by increasing global identity perceptions, and figuring out the moderating role of uncertainty avoidance.
Design/methodology/approach
Three experiments were conducted in different product categories to test the effect of Chinese brand origin salience. Study 1 and Study 2 collected data from different countries (i.e. Japan and the USA) with varying levels of uncertainty avoidance. In Study 3, the data were collected from the single-country sample, including participants from cultural backgrounds with high (Asian Americans) and low (Caucasian Americans) uncertainty avoidance.
Findings
Chinese brand origin salience positively influences brand evaluations via increased global identity perceptions. In addition, uncertainty avoidance plays a moderating role in the process. Specifically, the favorable effect of Chinese brand origin salience on brand evaluations will be attenuated among consumers with high (vs low) uncertainty avoidance.
Originality/value
This paper demonstrates that Chinese brand origin salience can enhance brand evaluations beyond prior work focusing on the negative stereotypes of Chinese brands and their imitation of Western brands. Importantly, Chinese brands have become an important part of the global community as Chinese brand origin salience can evoke consumers’ global identity.