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自我建构是不同文化背景下个体对自我与他人关系的认知。全球化背景下,受中西双重文化影响,中国消费者的自我建构呈现新的特征。文章通过2×2×2的实验设计检验了消费者自我建构对国产与外国品牌评价的影响,发现不同自我建构者对品牌来源地信息的认知和处理不同,受到产品类别的调节。研究结论为全球化背景下的品牌管理提供了新的指引。
Self-construction is the recognition of individual’s relationship with one another in different cultural backgrounds. Under the background of globalization, under the dual culture of China and the West, the self-construction of Chinese consumers presents new characteristics. The article tests the influence of consumer self-construction on the evaluation of domestic and foreign brands through 2 × 2 × 2 experimental designs and finds that different self-constructors have different cognition and handling of the information of brand origin and are regulated by product categories. The conclusions of the study provide a new guideline for brand management in the context of globalization.