全球品牌资产、品牌真实性与购买可能性的关系研究——基于中国消费者的证据

营销科学学报 ›› 2016, Vol. 12 ›› Issue (2): 14-29.

全球品牌资产、品牌真实性与购买可能性的关系研究——基于中国消费者的证据

吴漪，何佳讯

吴漪，清华大学经济管理学院，博士研究生，Email：wuy5.15@sem.tsinghua.edu.cn。
何佳讯，通讯作者，华东师范大学经济管理学部、亚欧商学院，教授、博士生导师，Email：jxhe@dbm.ecnu.edu.cn。

出版日期:2016-06-01 发布日期:2016-09-29
基金资助:
本研究受国家自然科学基金面上项目（71372177、71072152）和上海市浦江人才计划项目（13PJC029、14PJC047）资助，特此感谢。非常感谢两位匿名评审专家所提的宝贵意见和修改建议。

Global Brand Equity, Brand Authenticity and Purchase Likelihood: Evidence from Chinese Consumers

Wu Yi, He Jiaxun

Wu Yi, School of Economics and Management, Tsinghua University.
He Jiaxun, Faculty of Economics and Management, Asia Europe Business School, East China Normal University.

Online:2016-06-01 Published:2016-09-29

摘要/Abstract

摘要：

本文选取感知质量和全球神话两个全球品牌资产维度，引入品牌真实性这一新概念，探究全球品牌资产如何通过品牌真实性对消费者态度产生影响作用，同时检验该机制在不同来源国的全球品牌上的差异化表征。结果发现，感知质量和全球神话分别对可信、象征、持续和正直等品牌真实性维度存在正向促进作用；可信、象征和持续对品牌购买可能性存在正向影响；对于中国本土消费者，感知质量对品牌购买可能性影响的总效应在本土全球品牌（vs.外国全球品牌）上表现更高。

关键词: 全球品牌资产, 品牌真实性, 品牌来源国, 新兴市场

Abstract:

This study selects two specific global brand equity dimensions, namely, perceived quality and global myth, and introduces an innovative construct, brand authenticity, to explore how global brand equity affects consumer attitude via brand authenticity, and to differentiate the mediating mechanism between global brands from China and from foreign countries. The results indicate: (1) perceived quality and global myth positively affect credibility, symbolism, continuity and integrity respectively；(2) credibility, symbolism and consistency positively affects brand purchase likelihood；(3) to local Chinese consumers, the total effect of perceived quality to brand purchase likelihood is higher in local global brands than that in foreign global brands.

Key words: global brand equity, brand authenticity, country-of-brand-origin, emerging market

吴漪，何佳讯. 全球品牌资产、品牌真实性与购买可能性的关系研究——基于中国消费者的证据[J]. 营销科学学报, 2016, 12(2): 14-29.

Wu Yi, He Jiaxun. Global Brand Equity, Brand Authenticity and Purchase Likelihood: Evidence from Chinese Consumers[J]. Journal of Marketing Science, 2016, 12(2): 14-29.

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