中国国家形象、企业形象与品牌形象的影响关系——基于韩国消费者评价视角

摘要/Abstract

摘要：

本研究旨在研究中国形象因素对消费者品牌选择影响的形成机制。为此以国家形象和原产地效应相关理论为基础，结合中国的特性，考虑国家形象、企业形象和品牌形象三个维度之间的关系构建了一个以中国形象因素为前因、以企业形象和品牌形象为媒介，以品牌态度和购买倾向为结果的的结构方程模型。针对中国知名品牌海尔为测试对象面向韩国消费者对模型进行了检验。研究发现：中国国家形象由国家政治形象、国家经济形象、国家民众形象和国家关系形象四个维度构成，并且国家形象在对品牌态度和购买倾向有显著影响，企业形象和品牌形象不仅对品牌态度有显著的影响，还直接对购买倾向有显著影响。此外，国家形象不仅能够直接影响企业形象，还通过企业形象间接的影响品牌形象。这些结论为中国形象因素的进一步研究提供了理论基础，对中国企业“走出去”也具有指导意义。

关键词: 国家形象, 企业形象, 品牌形象, 品牌态度, 购买倾向, 原产地效应

Abstract:

The purpose of this study is to investigate the impact of China’s country image on consumer’s evaluation of brand. Drawing upon the literature of country image and country of origin effect, this study developed the research model that can be used to evaluate the country image, corporate image and brand image. In order to test the model, a survey was carried out towards Korean consumers to examine their attitudes to Chinese famous brand which names as Haier, together to investigate the effects of country image, corporate image and brand image on brand attitude and purchase intentions. As a result, China’s county image was composed by four dimensions which were country political image, country economic image, people image and country relative image. Country image directly had a positive impact on brand attitude, on the other side; through brand attitude country image also indirectly had a positive impact on consumer’s purchase intentions. Corporate image and brand image not only had positive impacts on brand attitude, but also directly had positive impacts on consumer’s purchase intentions. In addition country image had a positive impact on corporate image; through corporate image country image also indirectly had a positive impact on brand image. These findings not only provided theoretical evidence to the study of China’s country image but also gave empirical evidence to “going global” strategy towards Chinese enterprises.

Key words: Country Image, Corporate image, Brand image, Brand Attitude, Purchase Intention, Country of Origin Effect

范庆基. 中国国家形象、企业形象与品牌形象的影响关系——基于韩国消费者评价视角[J]. 营销科学学报.

Fan Qingji. The Relationship among China’s Country Image, Corporate Image and Brand Image: A Perspective of Korean Consumers[J]. Journal of Marketing Science.

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中国国家形象、企业形象与品牌形象的影响关系——基于韩国消费者评价视角

The Relationship among China’s Country Image, Corporate Image and Brand Image: A Perspective of Korean Consumers

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