CEO认可对消费者产品感知中品牌共鸣的影响——日美消费者的比较分析

Q1 Business, Management and Accounting

Journal of Global Marketing Pub Date : 2021-07-13 DOI:10.1080/08911762.2021.1942376

Hiroyasu Furukawa

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引用次数: 1

摘要

摘要本研究调查了消费者对首席执行官的认可与品牌同情之间的关系。CEO会影响他们自己的组织和个人消费者的看法。然而，它们对消费者行为的影响尚不清楚。消费者行为变化的第一步来自CEO的认可和品牌同情，这可以通过环境、价格和功能性产品的感知来调节。在这项研究中，来自日本和美国的420名受访者参加了一项关于数字设备的问卷调查。CEO认可对品牌同情的直接影响仅在美国发现；这两个国家都证实了通过环境产品感知产生的间接影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Effect of CEO Recognition on Brand Sympathy through Consumer Product Perception: A Comparative Analysis of Japanese and U.S. Consumers

Abstract This study investigated how consumers’ chief executive officer (CEO) recognition relates to brand sympathy. CEOs influence their own organizations and individual consumers’ perceptions. However, their influence on consumer behavior remains unclear. The first step of the consumer behavior change comes from CEO recognition and brand sympathy, which can be mediated by environmental, price, and functional product perceptions. In this study, 420 respondents from Japan and the United States participated in a questionnaire survey on digital devices. The direct effect of CEO recognition on brand sympathy was found only in the United States; an indirect effect through environmental product perception was confirmed in both countries.

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来源期刊

Journal of Global Marketing Business, Management and Accounting-Business and International Management

CiteScore

6.80

自引率

0.00%

发文量

期刊介绍： Stay current on cross-cultural marketing at both micro and macro levels! The Journal of Global Marketing is the top-notch journal packed with the latest global marketing planning and programming strategies, current information, and contemporary research findings on marketing challenges and opportunities that firms, industries, and public sector agencies encounter worldwide. The expert contributors to the journal include leading marketing and international business scholars, practitioners, and policymakers who provide up-to-date practical information vital for management and administrative professionals.