基于属性水平的品牌来源国作用机制研究——信息处理的视角

被引：20

作者：

吴坚 ^{[1
]}

符国群 ^{[2
]}

丁嘉莉 ^{[2
]}

机构：

[1] 中国人寿资产管理有限公司

[2] 北京大学光华管理学院

来源：

管理评论 | 2010年 / 22卷 / 03期

关键词：

品牌来源国; 搜索属性; 信任属性; 消费者知识;

D O I：

10.14120/j.cnki.cn11-5057/f.2010.03.005

中图分类号：

F273.2 [产品管理];

学科分类号：

摘要：

制造和质量控制技术在全球范围的转移,导致"制造国"影响减弱,这对传统原产地研究提出了新的挑战。本研究在区分品牌来源国和产品制造国的基础上,通过把产品属性划分为搜索属性和信任属性,探索品牌来源国如何在属性评价层面上影响消费者。本研究发现,品牌来源国主要在信任属性上影响消费者对产品的评价。不仅如此,与新手型消费者相比,专家型消费者评价信任属性时更多地受到品牌来源国刻板印象的影响。

引用

页码：69 / 77

页数：9

共 15 条

[1] Synthesizing Country-of-Origin Research from the Last Decade: Is the Concept Still Salient in an Era of Global Brands?[J] . Julie M. Pharr.Journal of Marketing Theory and Practice . 2005 (4)
[2] Effect of perceived brand origin associations on consumer perceptions of quality[J] . Mrugank V. Thakor,Anne M. Lavack.Journal of Product ＆ Brand Management . 2003 (6)
[3] Conceptualizing the country of origin of brand[J] . Ian Phau,Gerard Prendergast.Journal of Marketing Communications . 2000 (3)
[4] Consumer Animosity and Consumer Ethnocentrism[J] . Jill Gabrielle Klein,Richard Ettensoe.Journal of International Consumer Marketing . 1999 (4)
[5] Dutch Consumer Use of Intrinsic, Country-of-Origin, and Price Cues in Product Evaluation and Choice[J] . John P. Liefeld,Louise A. Heslop,Nicolas Papadopoulos,Marjorie Wall.Journal of International Consumer Marketing . 1996 (1)
[6] Brand origin: conceptualization and review[J] . Mrugank V. Thakor.Journal of Consumer Marketing . 1996 (3)
[7] Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations[J] . Durairaj Maheswaran.Journal of Consumer Research . 1994 (2)
[8] The Importance of Product Country of Origin:: A Conjoint Analysis of the United States, Canada, Germany and The Netherlands[J] . Chike Okechuku.European Journal of Marketing . 1994 (4)
[9] Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective[J] . Sung-Tai Hong,Robert S. Wyer,.Journal of Consumer Research . 1989 (2)
[10] Country Image: Halo or Summary Construct?[J] . Journal of Marketing Research . 1989 (2)

← 1 2 →