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国家形象的一个重要作用在于累积该国品牌资产的潜在能力。通过来自108个国家的外国消费者的问卷调查,从消费者爱国心视角研究国家形象和感知价值对品牌资产的影响。研究发现:品牌资产与产品的国家形象有显著的正相关关系;消费者对产品的感知价值在国家形象和品牌资产的关系中起到中介效应的作用;消费者爱国心直接调节了国家形象与品牌资产之间的关系,同时正向调节了国家形象与感知价值、感知价值与品牌资产的关系。进一步研究显示,消费者爱国心水平越高,国家形象和感知价值对品牌资产的影响越重要。研究结果对于中国产品走出去和实施品牌国际化战略具有重要借鉴意义和参考价值。
An important role of the national image lies in the potential ability to accumulate the country’s brand equity. A questionnaire survey of foreign consumers from 108 countries examines the influence of national image and perceived value on brand equity from the perspective of consumers’ patriotism. The findings show that there is a significant positive correlation between the brand equity and the national image of the product. The perceived value of the consumer plays an intermediary role in the relationship between the national image and the brand equity. The patriotism of consumers directly regulates the national image and The relationship between brand equity, while a positive adjustment of the national image and perceived value, perceived value and brand equity. Further research shows that the higher the patriotism level of consumers, the more important the influence of national image and perceived value on brand equity. The research results have important reference and reference values for Chinese products to go global and implement the brand internationalization strategy.