文化资产、品牌与国家联结和感知品牌全球性对品牌态度的影响研究

doi:10.16382/j.cnki.1000-5579.2023.05.012

摘要/Abstract

摘要：

在品牌全球化和逆全球化态势背景下，以中国消费者对日本品牌的态度为研究对象，实证分析文化资产、品牌与国家联结通过感知品牌全球性对消费者品牌态度的影响机制，其结果表明：文化资产通过从国家联想到品牌的维度显著正向影响消费者品牌态度。此外，文化资产还通过从品牌联想到国家的维度正向影响感知品牌全球性，进而影响消费者品牌态度。上述结果在理论上推进了品牌与国家联结构念的作用机制研究；在实践上对中国领先企业在“双循环”新发展格局下如何开展品牌建设具有直接的战略启示，即发展成为拥有国家级地位的强势品牌，在此基础上进一步实现品牌全球化，而国家级品牌地位的打造，可以通过传承发展中华优秀传统文化，使之成为品牌的文化资产，积极促进品牌与国家的联结强度。

关键词: 品牌与国家联结, 文化资产, 感知品牌全球性, “双循环”发展格局

Abstract:

In the context of brand globalization and anti-globalization, taking Chinese consumers’ attitudes towards Japanese brands as the research object, we empirically analyze the influence mechanism of cultural equity, brand-nation connection on brand attitudes through the perceived brand globality. The results show that cultural equity have a significant positive impact on consumer brand attitudes through the variable from nation association to brand. In addition, cultural equity also positively affects the perceived brand globality through the variable from brand association to nation, and then influences consumer brand attitudes. The above results theoretically promote the research on the mechanism of brand-nation connection. In practice, it has direct strategic enlightenment for Chinese leading enterprises in how to carry out brand construction under the new “double circular” development pattern, that is, to develop into a strong brand with national status, and further realize brand globalization on this basis. The establishment of national brand status can be achieved by inheriting and developing excellent traditional Chinese culture, making it the cultural equity of the brand, and actively promoting the strength of brand-nation connection.

Key words: brand-nation connection, cultural equity, perceived brand globality, “double circular” development pattern

何佳讯, 胡静怡. 文化资产、品牌与国家联结和感知品牌全球性对品牌态度的影响研究[J]. 华东师范大学学报(哲学社会科学版), 2023, 55(5): 118-133.

Jia-xun HE, Jing-yi HU. The Influence of Cultural Equity，Brand-Nation Connection and Perceived Brand Globality on Brand Attitudes[J]. Journal of East China Normal University (Philosophy and Social Sciences), 2023, 55(5): 118-133.

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构念	1	2	3	4	5
1.从国家联想到品牌的维度	0.869
2.从品牌联想到国家的维度	0.694^**	0.833
3.感知品牌全球性	0.408^**	0.524^**	0.845
4.品牌文化资产	0.793^**	0.795^**	0.469^**	0.797
5.品牌态度	0.293^**	0.288^**	0.534^**	0.344^**	0.848
M	4.69	5.02	5.50	4.74	5.22
SD	1.29	1.08	1.08	1.08	0.96

构念及测向	标准化路径系数	t值
从国家联想到品牌的维度　　　Cronbach’s α=0.930　　　AVE=0.771　　　CR=0.931
提到[国家]形象，我脑海中会联想到[品牌]	0.868	?
说起[国家]文化，我可以联想到与[品牌]相关的方面	0.915	23.340
如果要把[国家]用一个品牌来比喻，我认为[品牌]是合适的	0.847	20.047
提起[国家]，我会联想到与[品牌]有关的方面	0.887	21.920
从品牌联想到国家的维度　　　Cronbach’s α=0.910　　　AVE=0.724　　　CR=0.912
如果谈论[品牌]，我会把它与[国家]有关的因素联系在一起	0.886	?
[品牌]会让我联想到与[国家]有关的方面	0.877	22.065
我觉得[品牌]体现了[国家]文化的某个方面	0.867	21.563
我觉得[品牌]体现了[国家]商业的某个方面	0.756	16.756
文化资产　　　Cronbach’s α=0.943　　　AVE=0.734　　　CR=0.943
[品牌]与[国家]文化相关联	0.895	?
[品牌]是[国家]文化的标志	0.801	19.266
[品牌]体现[国家]的价值观	0.857	22.105
[品牌]让我想起了[国家]文化特征	0.891	24.150
[品牌]是代表[国家]文化内涵的很好的例子	0.860	22.278
[品牌]是[国家]文化的一种象征	0.839	21.098
感知品牌全球性　　　Cronbach’s α=0.885　　　AVE=0.723　　　CR=0.886
对我而言，[品牌]是一个全球品牌	0.891	?
我认为海外的消费者会购买[品牌]	0.824	18.146
[品牌]在全球范围内都有销售	0.831	18.354
品牌态度　　　Cronbach’s α=0.895　　　AVE=0.741　　　CR=0.895
不喜欢/喜欢	0.882	?
负面态度/正面态度	0.812	17.956
没有好感/有好感	0.892	20.450

品牌	从国家联想到品牌维度	从品牌联想到国家维度	维度均分
无印良品	4.87	5.29	5.08
资生堂	4.51	4.96	4.74
卡西欧	5.12	5.08	5.10
佳能	5.11	5.28	5.20
本田	5.05	5.45	5.25
7-11	4.22	4.65	4.44

影响路径	路径系数	标准误	CR	p
文化资产→从国家联想到品牌	0.931	0.060	15.393	***
文化资产→从品牌联想到国家	0.668	0.052	12.747	***
从国家联想到品牌→感知品牌全球性	0.060	0.079	0.751	0.452
从品牌联想到国家→感知品牌全球性	0.647	0.121	5.359	***
从国家联想到品牌→品牌态度	0.146	0.067	2.191	*
从品牌联想到国家→品牌态度	?0.186	0.105	?1.779	0.075
感知品牌全球性→品牌态度	0.519	0.063	8.245	***

	从国家联想到品牌（M1）				从品牌联想到国家（M2）				感知品牌全球性（M3）				品牌态度（M4）				品牌态度（M5）
	β	标准误	t	p	β	标准误	t	p	β	标准误	t	p	β	标准误	t	p	β	标准误	t	p
常数	?	0.564	1.984	0.049	?	0.454	2.616	0.010	?	0.717	3.828	0.000	?	0.646	5.954	0.000	?	0.587	3.901	0.000
性别	0.003	0.137	0.055	0.956	0.069	0.109	1.441	0.151	0.066	0.171	0.968	0.334	?0.034	0.157	?0.484	0.629	?0.078	0.135	?1.282	0.201
年龄	0.004	0.072	0.072	0.942	?0.021	0.057	?0.418	0.676	?0.033	0.089	?0.458	0.647	0.075	0.082	0.998	0.320	0.095	0.070	1.480	0.141
受教育程度	?0.093	0.107	?1.881	0.061	0.059	0.086	1.238	0.217	?0.029	0.134	?0.427	0.670	?0.032	0.122	?0.459	0.647	?0.012	0.106	?0.199	0.843
家庭月收入	0.060	0.026	1.193	0.234	?0.136	0.021	?2.800	0.006	0.172^*	0.033	2.463	0.015	0.066	0.030	0.925	0.356	?0.021	0.027	?0.340	0.734
文化资产	0.732^***	0.057	15.086	0.000	0.651^***	0.067	9.467	0.000	0.190	0.125	1.619	0.107	0.309^***	0.065	4.486	0.000	0.057	0.100	0.540	0.590
从国家联想到品牌					0.148^*	0.057	2.141	0.034	?0.071	0.090	?0.719	0.473					0.134	0.071	1.525	0.129
从品牌联想到国家									0.313^**	0.112	3.078	0.002					?0.070	0.090	?0.753	0.452
感知品牌全球性																	0.549^***	0.057	8.562	0.000
R²	0.561				0.596				0.197				0.118				0.369
调整R²	0.550				0.584				0.167				0.095				0.343
F 值	F (5,194)=49.592, p=0.000				F (6,193)=47.531, p=0.000				F (7,192)=6.709, p=0.000				F (5,194)=5.176, p=0.000				F (8,191)=13.980, p=0.000