国内外品牌的形象比较
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摘要
本研究通过一个2×3的二因素被试间实验探讨科技含量不同产品的国内、外品牌形象差异。实验对象是厦门大学研一、研二学生,共187人,男生95人,女生92人。自变量之一品牌来源国有国内、国外两个水平;另一自变量产品类别有三个水平,即高、中、低三个不同科技含量的产品类别,在实验中分别用电脑、冰箱和运动鞋来代表。因变量包括企业形象、产品形象和使用者形象等三部分,共29个测量维度。
研究结果表明,在大陆销售的国内品牌和国外品牌在企业形象部分差异显著,国外品牌优于国内品牌,品牌来源国效应不受产品类别因素的制约。在产品形象方面品牌来源国效应显著,消费者普遍对国外品牌评价较高,产品类别没有显著影响。在使用者形象部分品牌来源国效应受到产品类别因素的影响,在产品科技含量高和低的条件下国内外品牌形象均差异显著,且国外优于国内;当产品科技含量中等时品牌来源国效应不显著。
The paper tries to find out the differences between domestic and foreign brand image while the product classification has three levels of technology content from high to low,by a 2×3 between-subject experiment. The subject is postgradutes of Xiamen University, total number is 187, 95 for mail and 92 for femail. One of the independent variables is the country of brand which has foreign and domestic two levels. The other is product classification which has three levels .In this paper the three kinds of products are represented by computer, refrigerator and athletic shoes seperatly .Dependent variable is brand image,which has three parts of company image, product image and user image.
The results indicated that, generally, foreign brands and domestic brands which are selled in the mainland have obvious differences on company image, foreign brands are better than domestic, and product classification has no impact. On the product image, the country-of-brand effect is extremely remarkable, foreign brands always better than domestic, product classification has no impact. On the uesr image, country-of-brand effect is infulenced by product classification factor, that is extremely remarkable when the technology content of product is high and low,foreign brands are better. When the technology content of product is middle,the country-of-brand effect has no remarkable impact.
研究结果表明,在大陆销售的国内品牌和国外品牌在企业形象部分差异显著,国外品牌优于国内品牌,品牌来源国效应不受产品类别因素的制约。在产品形象方面品牌来源国效应显著,消费者普遍对国外品牌评价较高,产品类别没有显著影响。在使用者形象部分品牌来源国效应受到产品类别因素的影响,在产品科技含量高和低的条件下国内外品牌形象均差异显著,且国外优于国内;当产品科技含量中等时品牌来源国效应不显著。
The paper tries to find out the differences between domestic and foreign brand image while the product classification has three levels of technology content from high to low,by a 2×3 between-subject experiment. The subject is postgradutes of Xiamen University, total number is 187, 95 for mail and 92 for femail. One of the independent variables is the country of brand which has foreign and domestic two levels. The other is product classification which has three levels .In this paper the three kinds of products are represented by computer, refrigerator and athletic shoes seperatly .Dependent variable is brand image,which has three parts of company image, product image and user image.
The results indicated that, generally, foreign brands and domestic brands which are selled in the mainland have obvious differences on company image, foreign brands are better than domestic, and product classification has no impact. On the product image, the country-of-brand effect is extremely remarkable, foreign brands always better than domestic, product classification has no impact. On the uesr image, country-of-brand effect is infulenced by product classification factor, that is extremely remarkable when the technology content of product is high and low,foreign brands are better. When the technology content of product is middle,the country-of-brand effect has no remarkable impact.
引文
[1] Aaker,David A. Building a Brand :The Saturn Story. California Management Review, 1994,36(4):114
[2] Aaker,David A. Measuring Brand Equity Across Producte and Markets. California Management Review,1996,38(3):102-120
[3] Aron O'Cass,Kenny Lim. Understanding the younger Singaporean consumers' views of western and eastern brands. Asia Pacific Journal of Marketing and Logistics,2002,14(4):54-80
[4] Biel,A.L.How Brand Image Drives Brand Equity. Journal of Advertising Research,1992,32:6-12
[5] Bilkey,W.J.,Nes,E. Country-of-Origin Effects on Product Evaluation. Journal of International Business,1982,Summer:89-99
[6] Okechuku,C.. The importance of product country of origin: A conjoint analysis of the United States, Canada, Germany, and the Netherlands. European Journal of Marketing,1994,28(4):5-15
[7] Okechuku,C.,Onyemah,V.. Nigerian consumer attitudes toward foreign and domestic products. Journal of International Business Studies,Washington: Third Quarter 1999,30(3):611-623
[8] Cordell,V.V.. Effects of Consumer Preferences for Foreign Sourced Products. Journal of International Business Studies,Washington:Second Quarter 1992,23(2):251-270
[9] Eroglu,S.A.,Machleit,K.A.. Effects of Individual and Product-Specific Variables on Utilising Country of Origin as a Product Quality Cue. International Marketing Review,1989,6(6):27-42
[10] Johansson,J.K.,Douglas,S.P.,Nonaka,I.. Assessing the Impact of Country of Origin on Product Evaluation: A New Methodological Perspective. Journal of Marketing Research ,1985,22:388-396
[11] Johansson,J.K.,Hans,I.. Thorelli,International Product Positioning. Journal of International Business Studie,1985,Fall:57-75
[12]Han,C.M.,Terpstra,V..Country-of-Origin Effects for Uni-National and Bi-National Products. Journal of International Business Studie,1988,19(2):2
[13] Han,C.M.. Country Image: Halo or Summary Construct. Journal of Marketing Research,1989,26:222-229
[14] Keller,K.L.. Conceptualizing,Measuring,and Managing Customer-Based Brand Equity. Journal of Marketing,1993,57(1):1-23
[15] Kotler Philip. A Generic Concept of Marketing. Marketing Management, 1998,7(3):48-55. 引自:游纯瑜. 混合产品来源国资讯组合效果之研究——产品种类之干扰影响. 元智大学管理研究所硕士论文[D],2002
[16] Michel Laroche,Nicolas Papadopoulos,Louise A Heslop,Mehdi Mourali. The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 2005,22(1):96-116
[17] Nagashima,A.. A comparison of Japanese and US attitudes toward foreign product. Journal of Marketing ,1970,34:68-74
[18] Noppamash Suvachart. A Comparative Brand Image Analysis of Domestic versus Foreign Branded Products in Thailand[D]. Nova Southeastern University,School of Business and Entrepreneurship,2001
[19] Petty,R.E.,Cacioppo,J.T.,Schomann,D.W.. Central and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement. Journal of Consumer Psychology,1983,10:135-146.引自:黄合水. 品牌建设精要[M]. 厦门:厦门大学出版社,2004,P204
[20] Poth,M.S,Pomeo,J.B.. Matching Product Category and Country Image perceptions: A Framework for Managing Country-of-Origin Effects. Journal of International Business Studie,1992,23:477-479
[21] Reierson,C.. Are foreign products seen as national stereotypes. Journal of Retailing,1966,42(Fall):33-40
[22] Samiee,S.. Customer Evaluation of Products in a Global Market. Journal ofInternational Business Studies,Washington: Third Quarter 1994,25(3):579
[23] Schooler,R.D.. Product bias in central American common market. Journal of Marketing Research,1965,2:394-397
[24] Verlegh,Peeter,W.J.,Jan-Benedict E.,Steenkamp,M.. A Review and Meta-Analysis of Country-of-Origin Research. Journal of Economic Psychology,1999,20:521-546
[25] Zafar U Ahmed,James P Johnson,Chew Pei Ling,Tan Wai Fang,Ang Kah Hui. Country-of-origin and brand effects on consumers' evaluations of cruise lines. International Marketing Review,2002,19:279-303
[26] 大卫·艾克. 创建强势品牌[M]. 北京:中国劳动社会保障出版社,2004
[27] 范秀成,陈洁. 品牌形象综合测评模型及其应用[J]. 南开学报(哲学社会科学版),2002(3)
[28] 江明华,曹鸿星. 品牌形象模型的比较研究[J]. 北京大学学报(哲学社会科学版),2003(3)
[29] 焦璇,吕建红,陈毅文. 品牌形象系统的因素结构[J]. 心里学报,2004,36(3):359-364
[30] 黄合水. 产品评价的来源国效应[J]. 心里科学进展,2003(6)
[31] 黄合水. 品牌建设精要[M] . 厦门:厦门大学出版社,2004,P204
[32] 黄合水,袁冰. 关于品牌来源国效应的研究[J]. 北京:北京大学出版社,2006,P149
[33] 李铁. 中外商业品牌比较分析[J]. 商业经济研究,1999(5)
[34] 吕锦棠. 品牌形象与来源国形象关系之研究[D]. 元智大学管理研究所,2003
[35] 明略市场策划(上海)有限公司.中外品牌大战狼烟四起[J]. 中华儿女(海外版),2002(17)
[36] 宋永高,水常青. 国内消费者对本国品牌的态度及其改变的可能性研究[J] .南开管理评论,2004(7)
[37] 王海忠, 赵平. 品牌原产地效应及其市场策略建议——给予欧美日中四地品牌形象调查分析[J] .中国工业经济,2004(1)
[38] 王卫红. 消费者对中外零售品牌的态度比较研究[J] .商业经济与管理,2004(10)
[39] 吴裕民. 来源国产品形象之研究[D]. 台湾大学企业管理研究所,1988
[40] 原惠群.本土企业与跨国公司品牌竞争比较分析[J]. 商业时代·理论,2005(27)
[41] 张永安,黎小林. 中外品牌竞争分析[J] .南方经济,1998(5)
[42] 朱凌,王盛,陆雄文. 中国城市消费者的中外品牌偏好研究[J]. 管理世界,2003(9)
[2] Aaker,David A. Measuring Brand Equity Across Producte and Markets. California Management Review,1996,38(3):102-120
[3] Aron O'Cass,Kenny Lim. Understanding the younger Singaporean consumers' views of western and eastern brands. Asia Pacific Journal of Marketing and Logistics,2002,14(4):54-80
[4] Biel,A.L.How Brand Image Drives Brand Equity. Journal of Advertising Research,1992,32:6-12
[5] Bilkey,W.J.,Nes,E. Country-of-Origin Effects on Product Evaluation. Journal of International Business,1982,Summer:89-99
[6] Okechuku,C.. The importance of product country of origin: A conjoint analysis of the United States, Canada, Germany, and the Netherlands. European Journal of Marketing,1994,28(4):5-15
[7] Okechuku,C.,Onyemah,V.. Nigerian consumer attitudes toward foreign and domestic products. Journal of International Business Studies,Washington: Third Quarter 1999,30(3):611-623
[8] Cordell,V.V.. Effects of Consumer Preferences for Foreign Sourced Products. Journal of International Business Studies,Washington:Second Quarter 1992,23(2):251-270
[9] Eroglu,S.A.,Machleit,K.A.. Effects of Individual and Product-Specific Variables on Utilising Country of Origin as a Product Quality Cue. International Marketing Review,1989,6(6):27-42
[10] Johansson,J.K.,Douglas,S.P.,Nonaka,I.. Assessing the Impact of Country of Origin on Product Evaluation: A New Methodological Perspective. Journal of Marketing Research ,1985,22:388-396
[11] Johansson,J.K.,Hans,I.. Thorelli,International Product Positioning. Journal of International Business Studie,1985,Fall:57-75
[12]Han,C.M.,Terpstra,V..Country-of-Origin Effects for Uni-National and Bi-National Products. Journal of International Business Studie,1988,19(2):2
[13] Han,C.M.. Country Image: Halo or Summary Construct. Journal of Marketing Research,1989,26:222-229
[14] Keller,K.L.. Conceptualizing,Measuring,and Managing Customer-Based Brand Equity. Journal of Marketing,1993,57(1):1-23
[15] Kotler Philip. A Generic Concept of Marketing. Marketing Management, 1998,7(3):48-55. 引自:游纯瑜. 混合产品来源国资讯组合效果之研究——产品种类之干扰影响. 元智大学管理研究所硕士论文[D],2002
[16] Michel Laroche,Nicolas Papadopoulos,Louise A Heslop,Mehdi Mourali. The influence of country image structure on consumer evaluations of foreign products. International Marketing Review, 2005,22(1):96-116
[17] Nagashima,A.. A comparison of Japanese and US attitudes toward foreign product. Journal of Marketing ,1970,34:68-74
[18] Noppamash Suvachart. A Comparative Brand Image Analysis of Domestic versus Foreign Branded Products in Thailand[D]. Nova Southeastern University,School of Business and Entrepreneurship,2001
[19] Petty,R.E.,Cacioppo,J.T.,Schomann,D.W.. Central and Peripheral Routes to Advertising Effectiveness:The Moderating Role of Involvement. Journal of Consumer Psychology,1983,10:135-146.引自:黄合水. 品牌建设精要[M]. 厦门:厦门大学出版社,2004,P204
[20] Poth,M.S,Pomeo,J.B.. Matching Product Category and Country Image perceptions: A Framework for Managing Country-of-Origin Effects. Journal of International Business Studie,1992,23:477-479
[21] Reierson,C.. Are foreign products seen as national stereotypes. Journal of Retailing,1966,42(Fall):33-40
[22] Samiee,S.. Customer Evaluation of Products in a Global Market. Journal ofInternational Business Studies,Washington: Third Quarter 1994,25(3):579
[23] Schooler,R.D.. Product bias in central American common market. Journal of Marketing Research,1965,2:394-397
[24] Verlegh,Peeter,W.J.,Jan-Benedict E.,Steenkamp,M.. A Review and Meta-Analysis of Country-of-Origin Research. Journal of Economic Psychology,1999,20:521-546
[25] Zafar U Ahmed,James P Johnson,Chew Pei Ling,Tan Wai Fang,Ang Kah Hui. Country-of-origin and brand effects on consumers' evaluations of cruise lines. International Marketing Review,2002,19:279-303
[26] 大卫·艾克. 创建强势品牌[M]. 北京:中国劳动社会保障出版社,2004
[27] 范秀成,陈洁. 品牌形象综合测评模型及其应用[J]. 南开学报(哲学社会科学版),2002(3)
[28] 江明华,曹鸿星. 品牌形象模型的比较研究[J]. 北京大学学报(哲学社会科学版),2003(3)
[29] 焦璇,吕建红,陈毅文. 品牌形象系统的因素结构[J]. 心里学报,2004,36(3):359-364
[30] 黄合水. 产品评价的来源国效应[J]. 心里科学进展,2003(6)
[31] 黄合水. 品牌建设精要[M] . 厦门:厦门大学出版社,2004,P204
[32] 黄合水,袁冰. 关于品牌来源国效应的研究[J]. 北京:北京大学出版社,2006,P149
[33] 李铁. 中外商业品牌比较分析[J]. 商业经济研究,1999(5)
[34] 吕锦棠. 品牌形象与来源国形象关系之研究[D]. 元智大学管理研究所,2003
[35] 明略市场策划(上海)有限公司.中外品牌大战狼烟四起[J]. 中华儿女(海外版),2002(17)
[36] 宋永高,水常青. 国内消费者对本国品牌的态度及其改变的可能性研究[J] .南开管理评论,2004(7)
[37] 王海忠, 赵平. 品牌原产地效应及其市场策略建议——给予欧美日中四地品牌形象调查分析[J] .中国工业经济,2004(1)
[38] 王卫红. 消费者对中外零售品牌的态度比较研究[J] .商业经济与管理,2004(10)
[39] 吴裕民. 来源国产品形象之研究[D]. 台湾大学企业管理研究所,1988
[40] 原惠群.本土企业与跨国公司品牌竞争比较分析[J]. 商业时代·理论,2005(27)
[41] 张永安,黎小林. 中外品牌竞争分析[J] .南方经济,1998(5)
[42] 朱凌,王盛,陆雄文. 中国城市消费者的中外品牌偏好研究[J]. 管理世界,2003(9)