本文選題：品牌的全球化形象 + 品牌選擇��； 參考：《清華大學(xué)》2009年碩士論文

【摘要】： 本研究試圖以中國品牌的全球化形象為研究出發(fā)點(diǎn),對這種全球化的品牌形象對于國內(nèi)消費(fèi)者品牌選擇的影響,以及這種影響背后的作用機(jī)制進(jìn)行實(shí)證研究。 在對有關(guān)品牌的全球化形象的優(yōu)勢及全球消費(fèi)文化進(jìn)行文獻(xiàn)綜述的基礎(chǔ)上,結(jié)合本研究的目的,提出了品牌全球化形象影響消費(fèi)者品牌選擇的三條作用路徑:更高的品牌質(zhì)量感知、更高的品牌聲望感知及品牌的全球性本身。并進(jìn)一步假設(shè)上述三條路徑中,通過品牌質(zhì)量感知影響消費(fèi)者品牌選擇的強(qiáng)度最強(qiáng)。模型也考慮了產(chǎn)品類別及消費(fèi)者融入全球消費(fèi)文化的程度這兩個變量的調(diào)節(jié)作用。 之后,本研究對回收的300份針對大學(xué)生的調(diào)查問卷數(shù)據(jù)進(jìn)行結(jié)構(gòu)方程模型分析,驗(yàn)證了品牌的全球化程度影響消費(fèi)者品牌選擇的三條作用路徑;三條路徑中,通過品牌質(zhì)量感知影響購買傾向的路徑最強(qiáng);產(chǎn)品類別的全球化程度越高,品牌的全球化程度對購買傾向的影響越強(qiáng);消費(fèi)者融入全球消費(fèi)文化的程度越高,品牌全球化程度對購買傾向的影響也越強(qiáng)。 最后,文章討論了本研究的實(shí)踐意義及理論意義,并指出今后研究的方向。文章建議實(shí)行“走出去”戰(zhàn)略的企業(yè)不僅要重視產(chǎn)品出口,也要重視塑造品牌的全球化形象。對于產(chǎn)品全球化程度高的企業(yè)來說,更要重視塑造品牌的全球化形象。
[Abstract]:This study attempts to take the global image of Chinese brands as the starting point to study the impact of the global brand image on the brand choice of domestic consumers and the mechanism behind the impact.On the basis of the literature review of the global image of brand and the global consumption culture, combined with the purpose of this study,This paper puts forward three ways to influence consumers' brand choice: higher brand quality perception, higher brand prestige perception and brand global perception.Furthermore, it is assumed that the influence of brand quality perception on consumer brand selection is the strongest among the above three paths.The model also takes into account the effects of product categories and the extent to which consumers are integrated into the global consumption culture.After that, the structural equation model analysis of 300 questionnaires collected from college students was carried out to verify that the degree of brand globalization affects the consumers' choice of brands in three ways.The influence of brand quality perception on purchasing tendency is the strongest; the higher the degree of globalization of product category, the stronger the influence of brand globalization on purchasing tendency; the higher the degree of consumer integration into global consumption culture, the stronger the influence of brand globalization on purchasing intention.The influence of the degree of brand globalization on purchasing tendency is also stronger.Finally, the paper discusses the practical and theoretical significance of this study, and points out the future research direction.This paper suggests that enterprises carrying out the "going out" strategy should not only attach importance to the export of products, but also to the creation of the global image of the brand.For the enterprises with high degree of product globalization, we should pay more attention to the global image of the brand.
【學(xué)位授予單位】：清華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

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