公司品牌形象对消费者购买意向的作用路径研究--基于中国跨国公司的实证分析被引量：10

Research on Function Paths of Corporate Brand Image on Purchase Intention:Based on China's Multi-national Enterprises

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摘要在中国企业"走出去"背景下,笔者针对中国跨国公司,构建了一个以公司品牌形象为前因,以自我一致性和品牌赞赏感为中介,自我动机和产品熟悉度为调节,购买意向为后向结果的概念模型,旨在研究公司品牌形象对消费者购买意向的作用路径。为检验该理论模型,我们采用问卷调查法收集数据,运用层级回归模型进行数据分析。研究结果表明:公司品牌形象对消费者购买意向具有显著的正向影响,且会通过提升自我一致性和品牌赞赏感来提高购买意向;自我动机显著调节自我一致性与购买意向之间的关系,在自我确认动机条件下,自我一致性能够显著提升消费者的购买意向;在自我提升动机条件下,这种提升作用受到抑制。本研究结论说明:公司品牌形象可以作为企业产品的"保护伞";企业在营销战略制定和实施过程中,应针对不同心理定位的消费群体采取不同的品牌策略;此外企业还可以通过公司品牌形象来引领一种新的消费时尚,进而获得更多的市场机会。 Under the background of going-out strategy,we discussed the function paths of corporate brand image on purchasing intention based on China＇s multi-national enterprises. The conceptual model was built with corporate brand image as an independent variable,self-congruity and brand admiration as mediating variables,self-motive and product familiarity as moderating variables,and purchase intention as the dependent variable. To test the hypotheses proposed,we collected data by means of questionnaires,and conducted data analysis with hierarchical regression model. Our results indicate that corporate brand image not only has a direct and positive influence on purchase intention,but also has indirect influence on purchase intention through the intermediary role of self-congruity as well as brand admiration. Moreover,the self-motive obviously moderates the relationships between self-congruity and purchase intention. Self-congruity significantly and positively influences purchase intention under the condition of self-verification,while no such effect exists under the condition of self-enhancement. These conclusions indicates that corporate brand image can be a ＂protective umbrella＂of its products; enterprises should implement different brand strategies according to different consumer groups of psychological location in the process of formulation marketing strategy; moreover,Enterprises can also lead a new consume fashion through corporate brand image to gain greater access to markets.

作者韩慧林邹统钎庄飞鹏

机构地区北京第二外国语学院首都经济贸易大学工商学院北京信息科技大学

出处《中央财经大学学报》 CSSCI 北大核心 2017年第8期91-99,共9页 Journal of Central University of Finance & Economics

基金国家自然科学基金面上项目“基于地格视角的旅游目的地品牌基因选择研究”(71673015) 教育部人文社科基金青年项目“股市不同阶段背景下内部人增持的主体、动机及经济效应研究”(16YJC630185)

关键词公司品牌形象自我一致性自我动机品牌赞赏感产品熟悉度 Corporate brand image Self-congruity Self-motive Brand admiration Product familiarity

分类号 F713.55 [经济管理—市场营销]

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参考文献2

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