中外品牌形象比较
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摘要
本研究从Interbrand公布的“2005全球最具价值品牌100强”和中国品牌研究院发布的“中国100最具价值驰名商标”这两个品牌排行榜上各选30个品牌作为研究对象进行中外品牌形象的比较,由大学生对这60个中外著名品牌企业形象和产品形象方面的27个属性进行评价,然后通过判别分析找出中外品牌的形象差异。
研究结果揭示:①大学生对外国品牌的评价总体上高于国内品牌;②国内、外品牌形象的差异主要体现在知名度、企业规模、影响力、海外市场所占比重、公益行为、负面信息、产品质量、档次、技术含量这九个方面;③这九个因素对中外品牌的判别作用有大小之别,其中海外市场所占比重的判别作用最大,达到了42.29%;其余八个因素的判别作用从大到小依次为:产品质量(14.87%)、企业规模(13.51%)、影响力(9.47%)、档次(7.56%)、知名度(4.02%)、技术含量(3.98%)、公益行为(3.24%)、负面信息(1.07%)。
This study respectively chose thirty brands from The 100 Best Global Brands 2005 and 100 Best Chinese Famous Brands. 415 undergraduate students evaluated the sixty brands’image including 27 attributes of corporate image and product image. Then this paper utilized discriminant analysis to compare the difference between Chinese and foreign brand image.
The results indicated that Chinese undergraduate students gave a higher score to foreign than Chinese brand. The differences between Chinese and foreign brand image were brand awareness, size, influence, the proportion of overseas sales versus total sales, philanthropy activity, negative information, product quality, brand grade and technology content. Thereinto, the proportion of overseas sales versus total sales played a most important role in discriminating Chinese and foreign brands, accounting for 42.29 percent of the total discrimination. The other eight factors’relative importance weights were quality accounted 14.87%, size accounted 13.51%, influence accounted 9.47%, brand grade accounted 7.56%, brand awareness accounted 4.02%, technology content accounted 3.98%, philanthropy accounted 3.24% and negative information accounted 1.07%.
研究结果揭示:①大学生对外国品牌的评价总体上高于国内品牌;②国内、外品牌形象的差异主要体现在知名度、企业规模、影响力、海外市场所占比重、公益行为、负面信息、产品质量、档次、技术含量这九个方面;③这九个因素对中外品牌的判别作用有大小之别,其中海外市场所占比重的判别作用最大,达到了42.29%;其余八个因素的判别作用从大到小依次为:产品质量(14.87%)、企业规模(13.51%)、影响力(9.47%)、档次(7.56%)、知名度(4.02%)、技术含量(3.98%)、公益行为(3.24%)、负面信息(1.07%)。
This study respectively chose thirty brands from The 100 Best Global Brands 2005 and 100 Best Chinese Famous Brands. 415 undergraduate students evaluated the sixty brands’image including 27 attributes of corporate image and product image. Then this paper utilized discriminant analysis to compare the difference between Chinese and foreign brand image.
The results indicated that Chinese undergraduate students gave a higher score to foreign than Chinese brand. The differences between Chinese and foreign brand image were brand awareness, size, influence, the proportion of overseas sales versus total sales, philanthropy activity, negative information, product quality, brand grade and technology content. Thereinto, the proportion of overseas sales versus total sales played a most important role in discriminating Chinese and foreign brands, accounting for 42.29 percent of the total discrimination. The other eight factors’relative importance weights were quality accounted 14.87%, size accounted 13.51%, influence accounted 9.47%, brand grade accounted 7.56%, brand awareness accounted 4.02%, technology content accounted 3.98%, philanthropy accounted 3.24% and negative information accounted 1.07%.
引文
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