营销科学学报 ›› 2012, Vol. 8 ›› Issue (1): 1-19.

• 论文 •    下一篇

当洋人穿“唐装”,唐人穿“洋装”——消费者对国内外品牌的不同广告诉求的反应

郑晓莹,彭泗清   

  1. 郑晓莹,北京大学光华管理学院市场营销系博士研究生,E-mail:zhengxiaoyingpku@gmail.com
    彭泗清,北京大学光华管理学院市场营销系教授,E-mail:pengsq@gsm.pku.edu.cn
  • 出版日期:2012-03-01 发布日期:2013-04-15
  • 基金资助:

    作者感谢两位匿名评审专家提出的宝贵和中肯的修改意见。本研究得到国家自然科学基金项目(70972013)的资助,特此致谢。

Consumers’ Reactions to National or International Advertising Appeals

Zheng Xiaoying, Peng Siqing   

  1. Guanghua School of Management, Peking University
  • Online:2012-03-01 Published:2013-04-15

摘要:

本研究缘起于对当前中国市场上一个有趣现象的观察和思考:一方面国外品牌广告中穿“唐装”(如包含中国民族文化元素)的越来越普遍,而非像以前一样一味突出国际元素;另一方面,在中国本土品牌的广告中,一些品牌强调中国民族文化元素,另外一些品牌则走国际化的路线,以“洋装”示人。那么,品牌广告到底穿“唐装”好,还是穿“洋装”好?这个答案是否因品牌的原产地不同而不同?本研究试图探讨中国消费者对国内外品牌的上述两种不同广告诉求的反应及其影响因素。研究采用2(广告诉求:民族性vs.国际性)×2(品牌原产地:国内品牌vs.国外品牌)的实验设计,对146个大学生消费者进行了调查。研究发现:(1)消费者对采用国际性诉求广告的品牌(包括国内品牌和国外品牌),均表现出更积极的品牌态度;(2)广告诉求、品牌原产地与品牌喜爱度之间的关系,受到消费者民族中心主义的调节。对于民族中心主义较高的消费者而言,品牌原产地作用大于广告诉求的作用---无论采用民族性诉求还是国际性诉求,消费者均更偏好中国品牌。对于民族中心主义较低的消费者而言,广告诉求类型的作用大于品牌原产地的作用---无论是国内品牌还是国外品牌,消费者均更偏好采用国际性广告诉求的品牌。

关键词: 广告诉求, 品牌原产地, 消费者民族中心主义, 品牌喜爱度

Abstract:

The globalization trend has made an interesting phenomenon emerge in the Chinese market--the coexistence of the nationalization and internationalization of brand strategy and brand advertising appeals. More and more global brands are trying to make themselves localized and suit the Chinese environment and tradition, while lots of China's domestic brands are showing their internationalization. Then which one on the earth can grab consumers’ attentions? National or international? It’s a question attracting interests from both academics and practitioners. The purpose of this study is to compare the effects of different advertising appeals on consumers’ brand attitude and explore the role of brand origin and consumer ethnocentrism. The study adopted an experimental design approach, using 2 (ad appeals: National advertising appeals / International advertising appeals) × 2 (Country of Origin: Domestic brand / Foreign brand) between subjects design. Four sets of questionnaires incorporating 7-point Likert scales were generated. One hundred and Forty-six questionnaires were completed by undergraduates of a university in Beijing. The results are as follows: (1) University students prefer brands that using international advertising appeal to those using national appeal; (2) Consumer ethnocentrism plays a significant role in the relationship among advertising appeal, country of origin and brand attitude. For consumers with higher ethnocentrism, the effect of COO is more salient than advertising appeal. They love Chinese brands more than foreign brands, no matter what advertising appeal used. For consumers with lower ethnocentrism, advertising appeal plays a greater role than COO. These consumers prefer brands that use international advertising appeal, no matter where the brands come from.

Key words: Advertising appeal, Country of origin, Consumer ethnocentrism, Brand love