华东师范大学学报(哲学社会科学版) >

2020 , Vol. 52 >Issue 6: 137 - 151

DOI: https://doi.org/10.16382/j.cnki.1000-5579.2020.06.014

国家品牌战略研究

品牌全球化、国家品牌形象与产品品类内外溢出效应

  • 何佳讯 ,
  • 黄海洋 ,
  • 何盈
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  • 1 华东师范大学经济与管理学部;
    2 华东师范大学国家品牌战略研究中心(上海, 200241);
    3 五邑大学经济管理学院(广东江门, 529020);
    4 上海汇翼信息科技有限公司(上海, 200120)
何盈,上海汇翼信息科技有限公司职员(上海,200120)。

网络出版日期: 2020-11-23

基金资助

国家自然科学基金面上项目"品牌与国家的联结：数字化时代新兴市场跨国公司创建全球品牌资产的新战略研究"（项目编号：71772066）；国家自然科学基金面上项目"全球消费者文化、国家文化资产与中国品牌战略创新的理论与实现路径研究"（项目编号：72072059）；教育部人文社会科学研究青年基金项目"国家文化资产的开发与应用：中国元素的价值观表征结构与中国品牌价值增值机制研究"（项目编号：20YJC630045）。

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Brand Globalization, Country Brand Image, and the Spillover Effect of Within/Outside Product Category

  • HE Jia-xun ,
  • HUANG Hai-yang ,
  • HE Ying
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Online published: 2020-11-23

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摘要

基于以中国为新兴市场的品牌全球化和逆向来源国效应背景，从商业品牌资产角度探究全球品牌资产对国家品牌形象的影响及其在消费者品牌态度上的溢出效应，其实证结果表明，感知品牌全球性正向影响品牌感知质量、品牌声望和品牌知识，并由此进一步影响整体国家形象、产品国家形象和类别国家形象。此外，相对于整体国家形象和产品国家形象，类别国家形象将产生更大的溢出效应，影响消费者对产品品类内的品牌态度，并进一步影响他们对产品品类外的品牌态度。上述发现在理论上可以构建起产品品牌资产影响国家品牌资产的逆向影响路径及溢出效应，在实践上为中国企业在国家品牌战略背景下推进品牌全球化战略，以及中国政府以商业路径提升国家品牌形象提供战略指引。

关键词： 感知品牌全球性; 品牌全球化; 国家品牌形象; 逆向来源国效应; 溢出效应

本文引用格式

何佳讯 , 黄海洋 , 何盈 . 品牌全球化、国家品牌形象与产品品类内外溢出效应[J]. 华东师范大学学报(哲学社会科学版), 2020 , 52(6) : 137 -151 . DOI: 10.16382/j.cnki.1000-5579.2020.06.014

Abstract

Against the background of brand globalization and reverse COO(country of origin) effect in the emerging market of China, this paper explores the influence of global brand equity on country brand image and its spillover effect on consumer brand attitudes. The empirical analysis shows that perceived brand globality positively influences brand quality, brand prestige, and brand knowledge, which then positively affect basic country image, product country image, and category country image. Furthermore, compared with basic country image and product country image, category country image generates more spillover effect in driving consumer brand attitudes toward within product category, which further transfers into brand attitudes toward outside product category. On the whole, the above findings theoretically construct reverse and spillover paths of product brand equity on country brand equity, which in practice provide strategic guidance both for Chinese enterprises to promote brand globalization and for Chinese government to improve country brand image through business perspective.

Key words： perceived brand globality; brand globalization; country brand image; reverse COO effect; spillover effect

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