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

Zhuomin Shi, Xiangyun Zhang, Chunji Jin, Qianying Huang
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引用次数: 0

摘要

目的鉴于中国品牌和产品在全球市场上广泛存在,本文旨在研究中国品牌原产地显著性(与不显著性)通过提高全球身份认知对品牌评价的影响,并找出不确定性规避的调节作用。研究 1 和研究 2 收集了来自不同国家(即日本和美国)、不同不确定性规避程度的数据。在研究 3 中,数据收集自单一国家样本,包括来自高不确定性规避(亚裔美国人)和低不确定性规避(高加索裔美国人)文化背景的参与者。此外,不确定性规避在这一过程中起到了调节作用。原创性/价值本文证明了中国品牌原产地显著性可以提高品牌评价,而不是局限于以往研究中对中国品牌的负面刻板印象以及对西方品牌的模仿。重要的是,中国品牌已经成为全球社会的重要组成部分,因为中国品牌起源显著性可以唤起消费者的全球身份认同。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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.
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