, 孙树芝中山大学旅游学院,广州 510275
Theoretical Model and Empirical Study of Translocal Food Rebranding
ZENGGuojun, SUNShuzhi收稿日期:2015-05-18
修回日期:2015-09-22
网络出版日期:2016-02-25
版权声明:2016《地理学报》编辑部本文是开放获取期刊文献，在以下情况下可以自由使用：学术研究、学术交流、科研教学等，但不允许用于商业目的.
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1 引言
与地理研究的文化转向和社会研究的空间转向[1-2]同步,饮食地理成为文化地理学的重要议题[3-5],本领域的研究者开始关注全球化背景下饮食文化生产的地理过程.在全球化背景下,以往的既定边界得以被突破,越来越多的饮食品牌选择进行跨地方生产[6].异地环境的差异性为品牌重塑(Rebranding)提供了契机,由此出现跨地方饮食品牌的升级现象,但以往多是欠发达地区的品牌在发达地区升级的案例[7-8].近年来,西方餐饮品牌如哈根达斯在中国的品牌定位及形象要比品牌原产地更加高端,价格水平也更高,实现了某种程度上的品牌升级.单纯采取关税,渠道成本等经济要素难以全面解释这一跨地方饮食品牌重塑现象.它既是一种经济现象,更是社会现象和文化现象,具有时空属性,是一种特殊的文化生产过程[4, 9],需从文化,地理两方面入手研究其影响因素.基于此,本文尝试从消费者视角解释原产地和在地文化环境要素如何影响跨地方品牌重塑的问题,构建结构方程模型,以广州哈根达斯为例,分析各因素对品牌重塑发挥作用的路径及影响程度,将有助于促进饮食地理,文化生产理论的融合发展,对现有的跨地方饮食文化生产理论和品牌重塑理论进行有益补充,并促进饮食地理领域的国际对话.具体研究问题包括:① 消费者如何评价跨地方品牌重塑的饮食品牌?这些评价如何影响品牌忠诚度与购买意愿?② 跨地方饮食品牌重塑受哪些因素的影响,作用机制如何?2 文献研究与概念模型
2.1 跨地方饮食文化生产中的品牌重塑
随着人和企业的不断迁移,"跨地方"现象越来越常见.跨地方性(Translocality)是由本地和流动人员共同创造的一种地方性,是本地与他地的社会系统交换思想,知识,实践经验,物质资源等的产物,它既保存着原有地方特性,又在不断吸收,积累新地方文化内涵[1, 9].保存与改变既是跨地方所面临的选择,又是跨地方的动态本质[9].这种跨地方的"无意识传承"和"有意识创造",也正是文化生产的过程[10],饮食文化亦是如此.跨地方饮食企业作为食品消费的文化空间,其地方性源自经营地之外的其他地方[11].饮食企业的跨地方生产有助于凸显地方性,地方性力量转而会促进饮食企业的跨地方生产[9].在此过程中,饮食企业,饮食文化自身也在发生改变.依据已有研究对跨地方及饮食文化生产的解读,本文认为跨地方饮食文化生产本身就是一个文化重塑的过程,而跨地方饮食文化生产也是品牌重塑的过程.
品牌重塑的目的是在利益相关者心中重新建立有别于竞争对手的独特身份以及差异化的名称标识,确立新的品牌形象[12].而品牌升级被认为是战略意义上品牌价值获得增值的过程[13],意味着品牌上升到比原来更高的等级,在本文中特指经过品牌重塑后,饮食品牌在市场定位和价格上与原产地相比得到提升的现象.就过程而言,品牌重塑是为了改善运营效率和提升品牌资产[14],其关键衡量指标是基于消费者的品牌资产评估[15].成功的品牌重塑有助于企业消除负面的品牌资产,改变客户对公司的负面看法,升级品牌形象,建立消费者信心[12, 15].
2.2 品牌资产及购买意愿之间的关系
作为一种品牌资源或保证,品牌资产与品牌标志或名称有紧密联系,能够为提供该服务/产品的公司和购买该服务/产品的消费者增加或减少价值[16].也有研究将品牌资产定义为"消费者心中已有的,与品牌相关的知识而引发的消费者对品牌营销活动的差异化反应"[17].在品牌资产测量维度的选择上,已有研究倾向于Aaker的五维度模型,按重要性程度依次为品牌忠诚度,品牌知名度,感知质量,品牌联想及市场行为评估.后来的研究将"市场行为评估"这一维度去除,因为它与消费者无直接关系[18],也有研究将品牌知名度与品牌联想合为一个变量[19],因在实际测量时,两者的区分效度并不明显.因此,本文将品牌资产划分为三个维度:品牌知名度,感知质量,品牌忠诚度.品牌知名度指在一系列产品领域内,一个潜在消费者认知并回想起某品牌的能力,反映了品牌在消费者心中的显著性水平[16].对品牌知名度的测量多基于其定义设计量表,包括是否能够识别品牌标志,是否熟悉或知晓该品牌,联想起品牌的难易程度等[20].感知质量是消费者从多个方面对竞争品牌进行对比后,对产品的整体质量和优势所形成的判断,它与消费者的感知相关[21],可从质量的高低程度,稳定性与一致性,在同类产品中的地位等进行测量[22].品牌忠诚度则是"消费者对未来重复购买或支持偏爱的服务或产品的一种承诺,因此会带来重复购买同一品牌或品牌集合的行为,且不会因外部环境的影响或竞争对手的营销措施而改变"[23].品牌忠诚度的测量包括态度忠诚与行为忠诚两个方面.
购买意愿是指消费者愿意购买某一特定产品的行为倾向[23],它与对产品或品牌的偏爱和态度具有强烈的相关性[24].产品为消费者带来的价值和利益越高,消费者购买此产品的可能性越大[25].提升品牌资产会增加消费者的购买意愿,品牌资产已被视为选择或偏爱某个品牌的前提条件[26].国内外****对品牌资产与购买意愿关系的研究,从最初品牌资产整体对购买意愿的影响逐渐发展为对品牌资产的不同维度的研究.
基于跨地方的角度,本文将影响品牌资产评估的因素总结为"原产地因素"与"在地环境"因素两类文化地理因素.针对本文跨地方饮食品牌重塑的研究目的,考虑跨地方饮食文化生产是对"原地方"特性的保存以及受"新地方"文化影响的过程,本文探究原产地形象与在地消费文化在此过程中的影响.
2.3 品牌资产影响因素:原产地形象与在地消费文化
原产地形象被产品的异源文化消费者识别,与跨地方性直接相关.消费者对原产地形象的认知受资本的约束[1].已有研究将原产地形象(Country-of-Origin Image)的定义分为三类:国家形象(Country Image),产品--国家形象(Product-Country Images)及产品形象(Product Image)[27].本文认同"产品--国家形象"这一分类,认为原产地形象是消费者对国家及其产品共同感知的结果.原产地形象会作用于目标市场中的消费者对与该地或该国相联系的产品或品牌的评价,从而对消费者的购买意向和行为产生影响[28].原产地效应存在的依据是品牌的原产地会激发消费者关于该地方的信念和认知[29].原产地形象的作用机制是十分重要的研究领域,其中"光环构念(Halo Construct)"与"总结性构念(Summary Construct)"普遍受到认可[30].Knight等[31]将二者融合而建构了"弹性模型(Flexible Model)",该模型认为原产地形象对品牌态度的影响包含三种途径:原产地形象直接影响消费者的品牌态度;原产地形象通过产品信念间接影响消费者的品牌态度;消费者通过对该国产品的体验所形成的产品信念,直接影响消费者的品牌态度.
在地消费文化涉及社会阶层与消费偏好[1-2],与地方性直接相关.对于在地消费文化的研究,鲍德里亚做出了重要贡献,他将其定义为"人们在消费中所体现出来的文化",其"商品--符号"理论认为消费不仅仅是指消费产品的实物用途与使用价值,更主要的是对符号的消费,大众传媒对符号消费有重要的引导作用[32].在消费社会中,消费是一种区分社会阶层的方式,炫耀性消费从炫耀金钱慢慢转向炫耀品位和地位,而消费已成为人们生活的重要目的[33].目前消费主义文化现象已成为一种"全球性生活观念",在西方文化与传统文化碰撞下,一种新的消费文化在中国兴起.消费者不再局限于产品的使用价值,甚至主要不再是使用价值与功能,而越来越多地渗入对其他价值的追求:注重消费所带来的地位,权力,时尚及浪漫等需求的满足[33];在消费过程中张扬个性,获得社会认同的符号价值,甚至更多目的[34].由此出现炫耀性消费,崇尚洋货等消费心理,倾向于通过追求奢侈品牌实现身份跃升[33].
2.4 研究假设与概念模型
品牌知名度对消费者的购买决策有着最强大的影响力.消费者可能会把品牌知名度作为购买决策的重要影响因素,知名度等级越高,越熟悉的品牌,被考虑并形成购买决策的可能性越大[35].高品质的感知质量意味着通过长期与品牌相关的经验,消费者认识到品牌的差异化和优势所在,进而产生积极的购买意愿[36].而对品牌忠诚的消费者更愿意为品牌支付更高的价格,因为他们能从该品牌中获得独特的价值,这是其他替代品牌所不能提供的[37].品牌忠诚度会使得该品牌成为消费者的第一选择(态度忠诚),并不断重复购买(行为忠诚)[38].因此,针对跨地方饮食品牌的品牌资产维度与购买意愿之间的关系,假设如下:H1:品牌知名度对购买意愿具有正向影响;
H2:品牌忠诚度对购买意愿具有正向影响;
H3:感知质量对购买意愿具有正向影响;
品牌资产维度之间并非相互独立,而是存在明显的影响关系[23].品牌知名度是消费者判断产品质量的重要外在线索,较高的品牌知名度会让消费者产生产品质量较高的联想[21, 39].研究表明,品牌知名度对旅游文化目的地的感知质量有显著的正向影响[40].感知质量与品牌知名度作为品牌资产的重要维度,二者被证明有助于增强品牌忠诚度[40].品牌忠诚源于消费者对品牌的认知,认知程度越高,越会购买该品牌,越有助于培养品牌忠诚度[41].对品牌产生积极联想并获得较高感知质量的消费者,也更容易形成品牌忠诚[20].据此,针对品牌资产维度之间的影响关系,本文提出以下假设:
H4:品牌知名度对品牌忠诚具有正向影响;
H5:感知质量对品牌忠诚度有正向影响;
H6:品牌知名度对感知质量具有正向影响;
原产地形象对品牌资产维度的影响已被广泛研究[42].一个核心观点是,产品的原产地是一个外在线索[43],会显著影响消费者的品牌信念,感知质量,品牌评价等[44].消费者对发达地区品牌的感知与高质量,可靠,高性能及高制作工艺等正面评价紧密相连[45],而一个不太好的原产地可能会对品牌本身有损害[46].若品牌原产地从一个消费者有着积极联想的国家(如发达国家)变为一个有着不利联想的国家(如发展中国家),这些品牌的品牌资产可能会被削弱[47].选取印度市场流行的手机和汽车品牌为研究对象,研究证明原产地形象对品牌资产各维度均有积极影响[48].据此,本文提出如下假设:
H7:原产地形象对品牌知名度具有正向影响;
H8:原产地形象对感知质量具有正向影响;
现有文化环境会决定是否,何时及何种形式的产品,观念会被当地消费者所接受[49].西方社会更加关注社会地位和声望,因而消费者倾向于选择更著名的旅游景点[50].而在中国新消费文化兴起的当下,消费者因追求一定的消费等级或炫耀自己的金钱,品味,地位等,会对更高,更高档的品牌有更好的评价和消费欲望.同时炫耀性消费促生城市新兴消费空间[8],一系列商业消费集聚的场所,让大众更有机会接触高档商品,按照"示范效应"理论,这激发了消费者对高档商品的潜在偏好.而"社会比较机制"认为,人们在与他人的"不利比较"中产生了消除这种"不利比较"的冲动,从而提升了消费欲望[51].中国目前的消费情境有利于更高档次品牌的发展,引发了越来多的本土品牌重塑及国外品牌跨地方重塑的现象.针对在地消费文化对跨地方品牌资产维度的影响,本文提出如下假设:
H9:在地消费文化对品牌知名度具有正向影响;
H10:在地消费文化对感知质量具有正向影响;
根据文献综述与研究假设,本文构建了跨地方饮食品牌重塑影响因素概念模型(图1),该模型由6个结构变量和10个研究假设构成.
显示原图|下载原图ZIP|生成PPT图1概念模型
-->Fig. 1Conceptual model
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3 研究设计与研究过程
3.1 案例选择
哈根达斯(H?agen-Dazs)为美国本土制造冰激凌品牌,1921年由Reuben Mattus研制成功,后于纽约上市.1983年,在哈根达斯出售给品斯乐公司之后,品斯乐公司被纳入通用磨坊公司旗下.2002年雀巢公司收购哈根达斯在美国的全部注册商标权,而通用磨坊公司仍拥有美国之外的全部注册商标权.1996年哈根达斯进驻上海,随后在中国的销量飞速增长,2013年增长率达15%,截至2013年底,在中国共有260家店面(数据来源:通用磨坊2013年年度报告:http://phx.corporate-ir.net/External.File?item=UGFyZW50SUQ9MTk3ODg1f ENoaWxkSUQ9LTF8VHlwZT0z&t=1),发展势头良好,哈根达斯成为中国最顶级的冰激凌品牌之一.通过搜集网络信息和相关研究结果(表1),结合作者的亲历,可认为哈根达斯在中国实现了一定程度的升级,因此比较适合作为本文的研究对象.Tab. 1
表1
表1中美两国哈根达斯对比
Tab. 1Comparisons of H?agen-Dazs in China and the USA
| 对比项目 | 美国 | 中国 |
|---|---|---|
| 定位 | 很平民,很普通,跟其他冰激凌无差 | 高档品牌 |
| 价格(2014年) | 香草冰激凌1球2.95美元(18.04元) 香蕉圣代 6.35美元(38.84元) | 香草冰激凌1球33元 爱琴海之舟86元 |
| 销售地点 | 很少有专卖店,在任何超市的冷冻过道 | 基本上都是繁华商业区专卖店 |
| 消费者类型 | 有钱人基本不吃;领救济的喜欢也去吃,买哈根达斯的人没有什么特别的特点 | 家庭经济情况较好的去的多,小资 |
| 收入水平 (每月) | 加利福尼亚月平均收入:2462美元*(是香草冰激凌1球价格的834倍) | 广州:5808元#(是香草冰激凌1球价格的176倍) |
| 象征 | 无特别的象征 | 爱情,甜蜜,炫耀性消费 |
| 总评 | 在美国的哈根达斯,其地位如同中国的和路雪,很平民的产品,在中国是最高端的冰激凌品牌,象征爱情 | |
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3.2 问卷设计与变量衡量
在借鉴前人研究所形成指标的基础上,结合哈根达斯的实际情况对题项进行删减和调整,同时基于文中对有关概念的界定,初步确定一系列测量指标;随后在2位专家指导下,对表达不清晰,设计不合理的题项加以修改;最后,实地发放问卷105份进行预调研,根据调查结果及被调研对象反馈的信息进一步完善问卷.最终,调查问卷由三部分组成.第一部分为问卷介绍与填写说明,以取得受访者信任与合作意愿,并对如何填写问卷做出指导.第二部分为问卷主体部分,共27道题目,所有题项均采取5级李克特量表进行测量:非常不同意(1),不同意(2),中立(3),同意(4),非常同意(5).第三部分为消费者的人口学特征.各潜变量的具体测量指标如表2所示.Tab. 2
表2
表2各维度下具体测量指标
Tab. 2Measurements of variables
| 变量 | 观测指标 | 参考文献 |
|---|---|---|
| 品牌知名度 | A1哈根达斯在中国是非常知名的冰激凌品牌; A2当提起高档冰激凌时,首先想到的品牌是哈根达斯; A3哈根达斯是冰激凌品牌中的佼佼者; | Buil等,2008[18] Rio等,2001[52] |
| 感知质量 | Q1哈根达斯的制作工艺非常棒; Q2在冰激凌品牌中,哈格达斯的质量是最好的; Q3哈根达斯原材料的质量是值得信赖的; | Walsh等,2014[53] Paul,Dasgupta,2010[48] |
| 品牌忠诚度 | L1虽然哈根达斯价格较高,我愿意多付一些钱来购买; L2相对于其他同档次的冰激凌品牌,会首选哈根达斯; L3我会向其他人推荐哈根达斯; L4我认为自己是哈根达斯的忠实顾客; | Tong和Hawley,2009[21] |
| 购买意愿 | B1我愿意购买哈根达斯; B2我可能会购买哈根达斯; B3我一直打算购买哈根达斯; B4在想要购买档次较高的冰激凌品牌时,我选择哈格达斯的可能性很高; B5为了购买哈根达斯,我愿意在商场中积极寻找它; | 朱东红,常亚平,2012[54] Bian,Forsythe,2012[55] Perrien等,1985[56] |
| 原产地形象 | N1经济发达的国家; N2人民生活水平高的国家; N3科技领先的国家; N4教育水平高的国家; N5整体上有好感的国家; N6产品不容易出现质量问题的国家; N7产品技术优秀的国家; N8产品设计优良的国家; N9产品可信赖的国家; | Laroche等,2005[57] Nebenzahl等,2003[58] 古明力,2008[59] |
| 在地消费文化 | C1高档的消费能够显示和证明个人的成就和地位; C2高档产品的消费让我觉得有面子; C3我喜欢尝试和购买新产品,让自己的生活不落伍; | 鲍德里亚,2008[32] 贾景,2010[60] |
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4 研究结果
4.1 描述性统计分析
以广州哈根达斯为研究案例,在选择调研对象时,要保证被调研的消费者具有"对哈根达斯熟悉"的自我认知.作者在哈根达斯所在商场--天河城及人流量较多的花城广场发放问卷,针对每一份问卷,都会询问"对哈根达斯是否熟悉".少量消费者确认"对哈根达斯熟悉"却没有购买行为,也将之置于调研对象中.正式调研时间为2015年3月1日至14日,发放问卷668份,回收642份,有效问卷607份,问卷有效率为94.5%.样本概况如下:男性占40.4%,女性占59.6%,女性比男性更喜欢购买哈根达斯;约78%的调研对象在19~30岁之间,表明年轻群体对哈根达斯关注程度更高;有83.2%的人消费过哈根达斯,16.8%听说过但没吃过.教育水平方面,有50.7%是本科,21.6%是大专,18.1%为研究生及以上学历,9.5%为高中及以下学历.在职位方面,有24.4%为普通员工,16.8%为基层管理人员,21%为中层管理人员及以上,2.3%为学校教师,27.5%为在校学生,其他为8%.样本包含了不同文化程度,不同职位,不同年龄层次,不同购买次数的消费者,可保证分析结果的可靠性.
就样本平均值而言,原产地形象各指标平均值均在3.7以上,表明消费者对哈根达斯原产地的印象较好;而在地消费文化各指标平均值在3分左右,由此也说明中国新消费文化仍处于变迁的过程中.品牌资产方面,品牌知名度的平均值均大于3.7,感知质量普遍平均值稍低,均在3.2以上,而品牌忠诚度的平均值均在3.1以下,说明消费者对哈根达斯未形成较高的忠诚度.购买意愿的平均值在3分左右,处于中等水平.通过对各潜变量平均值的对比分析,发现哈根达斯虽已借助品牌重塑在中国树立起高档品牌的知名度,但消费者对其感知质量,品牌忠诚度以及购买意愿的评价并没有达到较高水平.
4.2 信度与效度
本文运用spss19.0统计软件对数据进行探索性因子分析,在此之前需进行KMO检验及Barlett球体检验.变量的可靠性使用内部一致性系数Cronbach's α值进行估计,Cronbach's α值大于0.7表明数据的可靠性较高,且一般会删掉CITC(项目--总体相关系数)值小于0.3的观测变量.在此,本文汇报探索性因子分析的结果以及最终的信度分析结果:各观测指标的因子载荷均在0.5以上,所提取的公因子其KMO值均在0.6以上,Barlett球体检验均显著,且累计方差贡献率均超过60%的标准,说明所提取的6个因子是合理的;各观测指标CITC值最小为0.430,大于0.3,各个潜变量的Cronbach's α值最小为0.732,大于0.7,表明数据具有较高的可靠性和内部一致性.4.3 验证性因子分析
在模型修正指标中发现,经济发达的国家(N1)与人民生活水平高的国家(N2),科技领先的国家(N3)与教育水平高的国家(N4),以及产品不容易出现质量问题的国家(N6)与产品可信赖的国家(N9),这三组观测变量的测量误差之间存在显著的共变关系.三组变量都属于同一潜变量"原产地形象"的测量指标,且在意思上两两相近,理论上对这3组变量之间共变关系的修正是合理的.修正后,3组观测变量的参数估计均达到较好的显著性水平,标准误的值较小且为正,说明N1与N2,N3与N4,N6与N9之间的共变关系确实较为合理.从各项拟合指数来看:χ2/Df = 3.428,小于5;CFI = 0.97,NFI = 0.96,IFI = 0.97,RFI = 0.96,均大于0.9;GFI= 0.89,与一般标准略有差异;RMSEM = 0.063,小于0.08.由此表明模型与数据的拟合程度较好.会聚有效性旨在测量同一潜变量下不同观测指标之间关联的程度,若各指标的因子载荷均高度显著,则可认为数据的会聚有效性较好.表3中各指标的因子载荷在0.51~0.81之间,且均非常显著(t值在17.08~23.43之间).组合信度用于判断模型内在质量,纠正系数的有偏性,使信度估计更为准确与合理[61].一般建议组合信度的值大于0.6,表示模型的内在质量较为理想(表3),6个潜变量的组合信度均为0.75及以上.
Tab. 3
表3
表3各指标因子载荷,显著水平及组合信度
Tab. 3Factor component and significance level of each indicator and reliability
| 潜变量 | 指标 | 系数 | 因子载荷 | T值 | 组合信度 | |
|---|---|---|---|---|---|---|
| 原产地形象(N) | N1 | γx1,1 | 0.70 | 19.14 | 0.91 | |
| N2 | γx2,1 | 0.67 | 17.90 | |||
| N3 | γx3,1 | 0.67 | 17.98 | |||
| N4 | γx4,1 | 0.68 | 18.38 | |||
| N5 | γx5,1 | 0.68 | 18.45 | |||
| N6 | γx6,1 | 0.74 | 20.33 | |||
| N7 | γx7,1 | 0.80 | 23.09 | |||
| N8 | γx8,1 | 0.81 | 23.43 | |||
| N9 | γx9,1 | 0.79 | 22.69 | |||
| 在地消费文化(C) | C1 | γx10,2 | 0.81 | 20.16 | 0.75 | |
| C2 | γx11,2 | 0.78 | 19.42 | |||
| C3 | γx12,2 | 0.51 | 12.02 | |||
| 品牌资产 | 品牌知名度(A) | A1 | γx13,3 | 0.72 | 18.78 | 0.79 |
| A2 | γx14,3 | 0.70 | 18.18 | |||
| A3 | γx15,3 | 0.81 | 21.56 | |||
| 感知质量(Q) | Q1 | γx16,4 | 0.70 | 18.44 | 0.80 | |
| Q2 | γx17,4 | 0.79 | 21.84 | |||
| Q3 | γx18,4 | 0.79 | 22.00 | |||
| 品牌忠诚度(L) | L1 | γx19,5 | 0.75 | 20.74 | 0.84 | |
| L2 | γx20,5 | 0.72 | 19.35 | |||
| L3 | γx21,5 | 0.79 | 22.25 | |||
| L4 | γx22,5 | 0.73 | 19.86 | |||
| 购买意愿(B) | B1 | γx23,6 | 0.81 | 23.18 | 0.83 | |
| B2 | γx24,6 | 0.70 | 18.71 | |||
| B3 | γx25,6 | 0.71 | 19.05 | |||
| B4 | γx27,6 | 0.65 | 17.08 | |||
| B5 | γx28,6 | 0.67 | 17.76 | |||
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鉴别有效性要求不同概念之间的关联程度要足够低,计算各潜变量相关系数的非标准化解与正负两倍的标准误的区间,看是否包含1,若不包含,则数据的鉴别有效性较好[62].各潜变量相关系数非标准化解加减两倍的标准误所形成的区间均不包含1(表4).
Tab. 4
表4
表4各潜变量的相关系数及标准误
Tab. 4Correlation coefficient and standard error of each latent variable
| N | C | A | Q | L | |
|---|---|---|---|---|---|
| C | 0.42 (0.04) | ||||
| A | 0.56 (0.04) | 0.38 (0.05) | |||
| Q | 0.55 (0.04) | 0.40 (0.04) | 0.70 (0.03) | ||
| L | 0.34 (0.04) | 0.43 (0.04) | 0.46 (0.04) | 0.74 (0.03) | |
| B | 0.44 (0.04) | 0.46 (0.04) | 0.48 (0.04) | 0.63 (0.03) | 0.83 (0.02) |
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4.4 概念模型检验
本文使用LISREL 8.7的极大似然估计法,对概念模型进行结构方程分析.初步运行数据后,得到各潜变量之间路径的T值,由于"品牌知名度到品牌忠诚度"及"感知质量到购买意愿"这两条路径T值的绝对值小于1.96,故将其删除,修正后的模型如图2所示.表5所列概念模型拟合度指标,除拟合优度(GFI),调整后的拟合优度(AGFI)与衡量标准略有偏差外,其他指标的拟合程度都比较高.对于包含较多潜变量的模型而言,完全达到一般认定的拟合度是比较困难的,只需大多数指标达到衡量标准即可[63].就本文的拟合指标而言,结构模型的拟合程度较好.Tab. 5
表5
表5概念模型拟合度指标
Tab. 5Fit index of conceptual model
| 衡量拟合程度的指标 | 估计值 | 衡量标准 |
|---|---|---|
| 自由度(Df) | 312 | |
| 卡方值(χ2) | 1105.31 | |
| χ2/ Df | 3.54 | ≤ 5.00 |
| 规范的拟合指数(NFI) | 0.96 | ≥ 0.90 |
| 不规范的拟合指数(NNFI) | 0.97 | ≥ 0.90 |
| 比较拟合指数(CFI) | 0.97 | ≥ 0.90 |
| 增量拟合指数(IFI) | 0.97 | ≥ 0.90 |
| 相对拟合指数(RFI) | 0.96 | ≥ 0.90 |
| 拟合优度(GFI) | 0.88 | ≥ 0.90 |
| 调整后的拟合优度(AGFI) | 0.86 | ≥ 0.90 |
| 简约拟合指数PNFI | 0.85 | ≥ 0.50 |
| 简约拟合优度PGFI | 0.73 | ≥ 0.50 |
| 近似均方差残根(RMSEA) | 0.065 | ≤ 0.08 |
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显示原图|下载原图ZIP|生成PPT图2结构方程模型的拟合效果(变量间关系的标准化解)
-->Fig. 2Fitting results of structural equation model
-->
从表6,表7可得出,原产地形象,在地消费文化对品牌知名度及感知质量都有积极的直接影响,进一步对品牌忠诚度和购买意愿产生间接的正向影响.在品牌资产维度之间及对购买意愿的影响方面,品牌知名度对感知质量,购买意愿,感知质量对品牌忠诚度,品牌忠诚度对购买意愿,都有显著的正向影响,但本文并不支持"品牌知名度对品牌忠诚度具有正向影响"及"感知质量对购买意愿具有正向影响"这两个假设.初步分析这主要受哈根达斯高端定位及高售价的影响,而价格又是消费者判断其档次高低的直接标准.在发放问卷过程中,许多消费者表示"哈根达斯太贵了,不会经常买""只会偶尔尝一下""太贵,太高端,都没舍得去买过",虽然有较高的品牌知名度,但不必然形成较强的品牌忠诚度,同理,虽然感受到质量水平比普通冰激凌要高,但在购买意愿上不一定会很积极.
Tab. 6
表6
表6标准化估计值(直接影响)
Tab. 6Standardized estimates
| 序号 | 变量间的关系 | 系数 | 标准化估计值 | T值 |
|---|---|---|---|---|
| 1 | 原产地形象----品牌知名度 | γ1,1 | 0.49 | 9.39 |
| 2 | 原产地形象----感知质量 | γ2,1 | 0.17 | 3.35 |
| 3 | 在地消费文化----品牌知名度 | γ1,2 | 0.18 | 3.59 |
| 4 | 在地消费文化----感知质量 | γ2,2 | 0.16 | 3.46 |
| 5 | 品牌知名度----感知质量 | β2,1 | 0.52 | 8.51 |
| 7 | 品牌知名度----购买意愿 | Β4,1 | 0.13 | 2.96 |
| 8 | 感知质量----品牌忠诚度 | β3,2 | 0.73 | 13.21 |
| 10 | 品牌忠诚度----购买意愿 | Β4,3 | 0.76 | 14.14 |
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综上可知,结构方程模型分析支持H1,H2,H5,H6,H7,H8,H9,H10等8个假设,不支持H3,H4这2个假设.
Tab. 7
表7
表7结构模型中潜变量间的间接影响
Tab. 7Indirect influence of the latent variables in structural model
| 原产地形象(N) | 在地消费文化(C) | 品牌知名度(A) | 感知质量(Q) | |
|---|---|---|---|---|
| 感知质量(Q) | 0.26 (6.70) | 0.10 (3.40) | ||
| 品牌忠诚度(L) | 0.32 (8.11) | 0.19 (5.03) | 0.38 (8.11) | |
| 购买意愿(B) | 0.30 (8.55) | 0.17 (5.21) | 0.29 (7.62) | 0.56 (11.19) |
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4.5 不同购买频率的消费者分析
针对人口统计信息中"购买哈根达斯的频率"这一信息,分析不同区组间的消费者对哈根达斯的评价及购买意愿是否存在显著差异.本文对探索性因子分析所形成的品牌知名度因子,感知质量因子,品牌忠诚度因子,购买意愿因子,以"不同购买频率"为控制变量,进行单因素方差分析.结果表明,不同购买频率下,除品牌知名度外,其他因子都在0.01的显著水平上存在差异,可认为哈根达斯在大众心目中已树立起普遍一致的品牌知名度,而在品牌忠诚度,感知质量及购买意愿上存在显著不同.本文将购买频率为"每月3次以上""每月1~2次""每季度1~2次""半年1~2次""一年1~2次"归为购买频率较高的消费者一类,将"曾经买过几次"和"没有买过"归为购买频率较低的消费者一类,分析两类人群在原产地形象,在地消费文化对哈根达斯的品牌评价作用上的差别.分别对不同购买频率下的数据进行结构方程分析(图3),购买频率不同,原产地形象和在地消费文化对感知质量的影响存在差异.购买频率低的消费者在感知哈根达斯的质量时,受到原产地形象和在地消费文化的显著影响,对于购买频率高的消费者两者的影响并不显著.
5 结论与讨论
(1)原产地品牌在跨地方扩展过程中会遇到跨文化冲突,需要完成在地环境适应的过程[4].受资本的控制,原产地品牌通过跨地方的文化适应和品牌适应,进而完成跨地方品牌重塑.这一过程事实上构成了一个跨文化,跨地方的饮食品牌重塑的过程,也是文化再生产[1-2]的过程.哈根达斯在中国(广州)完成了这一文化再生产过程.如列斐伏尔所言,空间生产是一个不断地超越地理空间限制而实现空间的自我生产过程[1].在广州消费者心中,哈根达斯具有一致的,较高的品牌知名度.哈根达斯借助品牌重塑在中国广泛确立其高档冰激凌品牌定位,实现了品牌升级,价格成为品牌升级的表征.但在感知质量,品牌忠诚度及购买意愿的评价上存在显著差异,且平均值均低于品牌知名度.许多****关注消费者的"崇洋消费"心理[64].罗兰·贝格公司在《2010年中国消费者报告》中提出,高达84%的中国消费者认为国外进口产品意味着更高的品质.随着经济发展及对国外产品的更多了解,"崇洋消费"的冲动正在得到缓解.全球化时而抹杀地方性,时而凸显地方性[4, 9, 62].地方及其独特性固然非常重要,然而正如"进步的地方感"所认为的,地方并非静态的,而是一个不断演进,不断被建构的过程[65].(2)跨地方品牌重塑过程中,原产地形象与在地消费文化这两类文化地理因素均显著正向影响品牌知名度及感知质量,进而对品牌忠诚度及购买意愿有积极的间接影响.由此证明:在哈根达斯品牌资产及购买意愿的评价上,存在原产地效应,即消费者会因为对哈根达斯原产地的良好形象认知而对品牌评价和购买意愿产生积极的影响,且中国新消费文化的形成有助于消费者对哈根达斯做出更高的评价.这响应了全球在地化(Glocalization)的观点,本地因素在全球化过程中扮演了一定的主动性[66].文化地理因素成为解释跨地方品牌重塑的有力工具.企业品牌在进行跨国经营时,若可以利用好原产地效应,对于品牌自身发展会有一定的促进或保护作用,原产地形象有利的品牌可着重突出其原产地,而原产地形象差的品牌可转而突出其产品优势,对原产地刻意的隐藏,回避是有益的产品营销策略;而对在地消费文化的把握与适应,也将有助于品牌更准确的定位与融入.
(3)本文中,品牌知名度对品牌忠诚度的影响以及感知质量对购买意愿的影响不显著,与预期结果不符.首先,对于类似哈根达斯这种高档,奢侈类品牌,消费者不再局限于使用价值,而更多地渗入其他价值追求,在这种消费情境下感知质量的优劣对购买意愿并不会产生直接影响.其次,中国的消费者本身对单一的高档,奢侈品品牌忠诚度较低,对品牌的选择往往具有偶然性,且因高档品牌的价格确实高于普通品牌数倍,基于目前普遍的消费水平,也难以形成较高的品牌忠诚度.故品牌知名度不会对品牌忠诚度有显著的正向影响.
(4)本文发现购买频率不同,会导致原产地形象和在地消费文化对感知质量的影响出现差异.不同于购买频率低的消费者,对于购买频率高的消费者,感知质量不再受原产地形象和在地消费文化的影响.产品的感知质量虽然会受外在线索与内在线索共同影响,但更易受内在线索的影响[67].随着购买次数的增加,对内在线索越来越了解,产品知识越来越丰富,对外在线索的依赖性会逐渐降低,将更加理性地通过购买体验来评价产品质量.
本文对跨地方饮食品牌重塑的研究,在理论上,不仅有助于推进跨地方饮食文化生产理论,也将促进饮食地理领域的国际对话;在实践方面,在未来研究中,可进一步对原产地效应和在地消费文化两类文化地理因素进行深入研究和个案讨论;可尝试对本文量表进行推广和验证;可针对不同国家入驻中国的不同品牌进行研究,丰富跨地方饮食品牌重塑的研究对象;可进一步研究不同消费群体在品牌评价与购买意愿上的差异.
The authors have declared that no competing interests exist.
参考文献 原文顺序
文献年度倒序
文中引用次数倒序
被引期刊影响因子
| [1] | |
| [2] | . 在空间与旅游地空间的相关研究中,社区居民及其日常生活所扮演的角色未得到充分的重视.而本文试图转向微观层面,关注空间演化中居民与日常生活的力量.研究以世界文化遗产“开平碉楼与村落”核心区马降龙村为例,运用观察法与访谈法,探索由旅游发展所推动的旅游社区空间再生产的现象与特征.基于列斐伏尔的“空间三元论”与德塞图的“日常生活实践”理论,讨论在空间再生产的过程中,居民如何通过日常生活,对抗政府与景区管理主体构想的空间表征,体现具有反抗性的表征空间.研究发现,在日常生活中,反抗性的表征空间表现出嵌入、抵制、进攻性抵制、反噬、再生等形式.现阶段,低度开发水平下居民与政府及景区管理主体的对抗达到一种微妙的平衡状态.长期看来景区组织与居民角色的特性,以及对土地的掌控保障了反抗潜力的延续.而旅游社区的空间秩序最终将在所有旅游利益相关者的协商中形成.旅游发展中居民扮演的角色影响其协商能力,造成不同的行动机制与意义.旅游社区空间活力最终在多主体、多目标的空间生产过程中激发,这一过程始终展现出日常生活的创造力. . 在空间与旅游地空间的相关研究中,社区居民及其日常生活所扮演的角色未得到充分的重视.而本文试图转向微观层面,关注空间演化中居民与日常生活的力量.研究以世界文化遗产“开平碉楼与村落”核心区马降龙村为例,运用观察法与访谈法,探索由旅游发展所推动的旅游社区空间再生产的现象与特征.基于列斐伏尔的“空间三元论”与德塞图的“日常生活实践”理论,讨论在空间再生产的过程中,居民如何通过日常生活,对抗政府与景区管理主体构想的空间表征,体现具有反抗性的表征空间.研究发现,在日常生活中,反抗性的表征空间表现出嵌入、抵制、进攻性抵制、反噬、再生等形式.现阶段,低度开发水平下居民与政府及景区管理主体的对抗达到一种微妙的平衡状态.长期看来景区组织与居民角色的特性,以及对土地的掌控保障了反抗潜力的延续.而旅游社区的空间秩序最终将在所有旅游利益相关者的协商中形成.旅游发展中居民扮演的角色影响其协商能力,造成不同的行动机制与意义.旅游社区空间活力最终在多主体、多目标的空间生产过程中激发,这一过程始终展现出日常生活的创造力. |
| [3] | . 全球化是当今世界最重要的特征之一。有关跨国移民对城市景观的感知和跨文化认同研究也得到越来越多的关注。在文献回顾的基础上, 以广州高星级酒店外籍管理者作为研究对象, 通过定性研究进行数据的收集和分析, 构建了外籍管理者对城市地方景观感知和跨文化认同的形成演变机制, 并得出以下结论:① 在职业影响下, 外籍管理者对迁入城市产生了被动的地方认同, 进而形成了被迫同化的跨文化认同模式;② 外籍管理者基于身份构建对城市地方景观进行感知, 对反映“他者”、“我者”和“世界人”身份的景观感知度较高, 反映出他们对故乡和迁入城市的地方认同, 从而产生了同时具有整合和边缘特征的跨文化认同模式;③ 外籍管理者通过迁入城市的地方景观感知而产生地方意义的解读, 基于对迁入城市正面的地方意义解读, 对城市产生了地方认同和整合的跨文化认同模式, 基于对迁入城市负面的地方意义解读, 对城市产生了地方不认同和分隔的跨文化模式。研究结论丰富了城市景观研究和跨文化认同研究的相关理论成果, 并为中国跨国移民政策和国际化城市建设提供了可供借鉴的实践参考。 . 全球化是当今世界最重要的特征之一。有关跨国移民对城市景观的感知和跨文化认同研究也得到越来越多的关注。在文献回顾的基础上, 以广州高星级酒店外籍管理者作为研究对象, 通过定性研究进行数据的收集和分析, 构建了外籍管理者对城市地方景观感知和跨文化认同的形成演变机制, 并得出以下结论:① 在职业影响下, 外籍管理者对迁入城市产生了被动的地方认同, 进而形成了被迫同化的跨文化认同模式;② 外籍管理者基于身份构建对城市地方景观进行感知, 对反映“他者”、“我者”和“世界人”身份的景观感知度较高, 反映出他们对故乡和迁入城市的地方认同, 从而产生了同时具有整合和边缘特征的跨文化认同模式;③ 外籍管理者通过迁入城市的地方景观感知而产生地方意义的解读, 基于对迁入城市正面的地方意义解读, 对城市产生了地方认同和整合的跨文化认同模式, 基于对迁入城市负面的地方意义解读, 对城市产生了地方不认同和分隔的跨文化模式。研究结论丰富了城市景观研究和跨文化认同研究的相关理论成果, 并为中国跨国移民政策和国际化城市建设提供了可供借鉴的实践参考。 |
| [4] | . <p>以原真性和标准化程度为基准, 构建基于企业视角的跨地方文化生产的理论框架, 并以广州泰国餐厅蕉叶、法国餐厅塞纳河、美国餐厅肯德基和韩国餐厅笑味轩为案例, 讨论跨地方饮食文化生产的类型和特点。结果表明, 原真性与标准化程度不同的4 种跨地方饮食文化生产类型(原真标准化文化生产、原真性文化生产、标准化文化生产、异质化文化生产)均可能受到消费者认可, 并在市场上持续经营。</p> . <p>以原真性和标准化程度为基准, 构建基于企业视角的跨地方文化生产的理论框架, 并以广州泰国餐厅蕉叶、法国餐厅塞纳河、美国餐厅肯德基和韩国餐厅笑味轩为案例, 讨论跨地方饮食文化生产的类型和特点。结果表明, 原真性与标准化程度不同的4 种跨地方饮食文化生产类型(原真标准化文化生产、原真性文化生产、标准化文化生产、异质化文化生产)均可能受到消费者认可, 并在市场上持续经营。</p> |
| [5] | . Restaurant customers demand both personalized innovative, yet, affordable service delivery. Accordingly, restaurant groups that seek expansion must consider how to respond effectively to the standardization–authenticity paradox. This paper addresses two questions: what is the relationship between standardization and authenticity? How can restaurant managers use these concepts for the strategic positioning of their restaurant group? Typically, researchers present the two dimensions as a binary. In contrast, this paper first presents a theoretical model and analyzes the variations in the standardization–authenticity relationship. Subsequently, it classifies restaurant group expansion strategies into four categories: standardization of authenticity, authentic alliance, standardized chains and heterogeneity, and examines their respective level of competence required to increase performance. It concludes by presenting suggestions to position restaurants in terms of the extent of standardization and the extent of flexibility. |
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| [9] | . 全球化是去地方化，抑或在全新体系中定义新的地方性、凸显地方性，学术界对此一直存在争论。伴随全球化进程，地方性饮食追逐人口流动跨地方扩展，这些跨地方饮食在保持文化原真性和适应本地顾客需求方面挣扎。如何保持原真性，保持何种原真性成为跨地方饮食文化生产的焦点。本文通过对地方性与跨地方、原真性与符号化的相关研究进行梳理，基于饮食文化原真性的理论分析，揭示了“原真性的符号化”这一跨地方饮食文化生产的重要过程。与此同时，还阐述了在跨地方饮食文化生产过程中，原真性符号化的必然性及其循环过程，旨在为跨地方饮食文化生产提供理论依据和实践指引，同时也有利于理解地方性文化的跨地方传播、创新与发展。 . 全球化是去地方化，抑或在全新体系中定义新的地方性、凸显地方性，学术界对此一直存在争论。伴随全球化进程，地方性饮食追逐人口流动跨地方扩展，这些跨地方饮食在保持文化原真性和适应本地顾客需求方面挣扎。如何保持原真性，保持何种原真性成为跨地方饮食文化生产的焦点。本文通过对地方性与跨地方、原真性与符号化的相关研究进行梳理，基于饮食文化原真性的理论分析，揭示了“原真性的符号化”这一跨地方饮食文化生产的重要过程。与此同时，还阐述了在跨地方饮食文化生产过程中，原真性符号化的必然性及其循环过程，旨在为跨地方饮食文化生产提供理论依据和实践指引，同时也有利于理解地方性文化的跨地方传播、创新与发展。 |
| [10] | . . |
| [11] | . Under the banner of food justice, the last few years has seen a profusion of projects focused on selling, donating, bringing or growing fresh fruits and vegetables in neighborhoods inhabited by African Americans — often at below market prices — or educating them to the quality of locally grown, seasonal, and organic food. The focus of this article is the subjects of such projects — those who enroll in such projects `to bring good food to others,' in this case undergraduate majors in Community Studies at the University of California at Santa Cruz who do six-month field studies with such organizations. Drawing on formal and informal communications with me, I show that they are hailed by a set of discourses that reflect whitened cultural histories, such as the value of putting one's hands in the soil. I show their disappointments when they find these projects lack resonance in the communities in which they are located. I then show how many come to see that current activism reflects white desires more than those of the communities they putatively serve. In this way, the article provides insight into the production and reproduction of whiteness in the alternative food movement, and how it might be disrupted. I conclude that more attention to the cultural politics of alternative food might enable whites to be more effective allies in anti-racist struggles. |
| [12] | Purpose ‐Companies changing their brand names are frequently reported in the business press but this phenomenon has as yet received little academic attention. This paper sets out to understand the drivers of the corporate rebranding phenomenon and to analyse the impact of such strategies on corporate brand equity. Design/methodology/ approach ‐A cross-sectional sample of 166 rebranded companies provides descriptive data on the context in which rebranding occurs. Two case studies provide further detail on how the process of rebranding is managed. Findings ‐The data show that a decision to rebrand is most often provoked by structural changes, particularly mergers and acquisitions, which have a fundamental effect on the corporation's identity and core strategy. They also suggest that a change in marketing aesthetics affects brand equity less than other factors such as employees' behaviour. Research linitations/implications ‐The paper proposes a conceptual model to integrate various dimensions of corporate rebranding. Analysing the rebranding phenomenon by assessing the leverage of brand equity from one level of the brand hierarchy to the other constitutes an interesting route for further research. Practical implications ‐Managers are reminded that corporate rebranding needs to be managed holistically and supported by all stakeholders, with particular attention given to employees' reactions. Originality/value ‐This paper is of value to anybody seeking to understand the rebranding phenomenon, including academics and business managers. |
| [13] | . . |
| [14] | Presents the topics discussed in the Federal Reserve Bank of San Francisco conference on April 21, 2000. 'The Information Technology Revolution and the Stock Market: Preliminary Evidence,' by Bart Hobijn and Boyan Jovanovic; 'The Stock Market and Capital Accumulation,' by Robert E. Hall; 'Stock Prices and Fundamentals,' by John Heaton and Deborah Lucas. |
| [15] | . ABSTRACT Strong brand enhances positive evaluations of a product's quality, maintains a high level of product awareness, and provides a consistent image or brand personality. As time passes by, these brands remain unchanged and consumers' perceptions towards the brands are changing. These brands are becoming obsolete by themselves because of the changing society and modern brands. Thus, re-branding is a necessary strategy that can escalate a new business image to build confidence to the consumers. This paper will focus on the corporate re-branding strategy with the approach on the effect of consumers' perception in Thailand. The key measurement of successful perception of re-branding is brand equity which composite with brand awareness, brand association, perceived quality, brand loyalty, and other proprietary brand assets by conduct survey on consumer. |
| [16] | Presents an excerpt of the book `Building Strong Brands,' by David A. Aaker. Case studies on maintaining brand equity; Scheduled publication date of book on December 12, 1995. |
| [17] | . The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less) favorably to an element of the marketing mix for the brand than they do to the same marketing mix element when it is attributed to a fictitiously named or unnamed version of the product or service. Brand knowledge is conceptualized according to an associative network memory model in terms of two components, brand awareness and brand image (i.e., a set of brand associations). Customer-based brand equity occurs when the consumer is familiar with the brand and holds some favorable, strong, and unique brand associations in memory. Issues in building, measuring, and managing customer-based brand equity are discussed, as well as areas for future research. |
| [18] | . ABSTRACT Purpose – This study seeks to investigate the measurement invariance of the consumer-based brand equity scale across two samples of UK and Spanish consumers. Design/methodology/approach – Brand equity was conceptualised as a multi-dimensional concept consisting of brand awareness, perceived quality, brand associations and brand loyalty. To test the brand equity scale cross-nationally a survey was undertaken in the UK and Spain. Measurement invariance was assessed using multi-group confirmatory factor analysis. Findings – The brand equity scale was invariant across the two countries. Results show that the consumer-based brand equity scale has similar dimensionality and factor structure across countries. In addition, consumers respond to the items of brand equity in the same way, which allows meaningful comparison of scores. Research limitations/implications – Future research could examine the cross-national generalisability of the brand equity scale using other countries' products and services. Practical implications – Given that the brand equity scale is invariant across countries, researchers and international marketing managers can use this instrument to measure and manage brand equity across countries. This is suitable for testing theoretical and conceptual relationships in different national settings and allows managers to design and implement efficient international brand strategies. Originality/value – The study contributes to the scarce literature testing the cross-national applicability of consumer-based brand equity. Furthermore, the research enhances consumer-based brand equity measurement by using a non-student sample and including a different type of brand associations and multi-item measures for all the brand equity dimensions. |
| [19] | Purpose ‐ The purpose of this study is to explore the effects of brand's country-of-origin image on the formation of brand equity. Design/methodology/approach ‐ To accomplish this, the brand equity of household electrical appliances, particularly televisions, refrigerators and air-conditioners, in the Malaysian market is examined. A conceptual framework in which brand's country-of-origin image is postulated to influence the dimensions of brand equity, which is made up of brand loyalty, brand awareness, perceived quality, and brand associations. These dimensions, in turn, influence brand equity. Data were collected from consumers of household electrical appliances using probability sampling. Findings ‐ Factor analysis conducted on brand equity dimensions, produced three factors namely, brand distinctiveness, brand loyalty, and brand awareness/associations. The regression analysis results show that brand's country-of-origin image positively and significantly influences dimensions of brand equity. The results also show that brand's country-of-origin image influences brand equity, either directly or indirectly, through the mediating effects of brand distinctiveness, brand loyalty and brand awareness/associations. Research limitations/implications ‐ The study investigates brand equity of durable goods of three product categories namely television, refrigerator and air-conditioner. It only considers brand's country-of-origin image as one of the sources of brand equity. The conceptual framework does not take into consideration factors that moderate the influence of antecedent of brand equity on brand equity. Practical implications ‐ Producers of household electrical appliances should put greater emphasis in creating brand loyalty for their products. The good image of brand's original country should be highlighted in order to enhance the overall image of the brand. Favorable country image can also be capitalized in brand-naming strategy. Originality/value ‐ This is paper important in identifying the sources of brand equity. |
| [20] | . Purpose - The present research aims to improve the measurement of consumer-based brand equity. Current measurement of consumer-based brand equity suffers from limitations, including: a lack of distinction between the dimensions brand awareness and brand associations, the use of non-discriminant indicators in the measurement scales and of student samples. Design/methodology/approach - Based on the recommendations of extant research, the scale constructed to measure consumer-based brand equity in this study included brand personality measures. Brand associations were measured using a different set of items. Unlike many of the previous studies that had used student samples, the present study used a sample of actual consumers from an Australian state capital city. Confirmatory factor analysis employing structural equations modelling was used to measure consumer-based brand equity in two product categories and across six brands. Findings - Results support the hypothesised four-dimension model of consumer-based brand equity across two product categories and six brands. Brand awareness and brand associations were found to be two distinct dimensions of brand equity as conceptualised in the marketing literature. The present study contributes to the understanding of consumer-based brand equity measurement by examining the dimensionality of this construct. Originality/value - The principal contribution of the present research is that it provides empirical evidence of the multidimensionality of consumer-based brand equity, supporting Aaker's and Keller's conceptualisation of brand equity. The present research also enriched consumer-based brand equity measurement by incorporating the brand personality measures, as recommended by previous researchers. While earlier studies were conducted using US and Korean samples, the present study also used a sample of Australian consumers. |
| [21] | . |
| [22] | . This article presents managers with a framework for measuring the strength of a brand. It specifically examines ten sets of measures grouped into five categories: loyalty, perceived quality, associations, awareness, and market behavior. Employing these measures can be difficult and their results must be used carefully. However, they have the capacity to provide managers with a set of important and extremely useful measurement tools. |
| [23] | . This study explores the relationships between selected marketing mix elements and the creation of brand equity. The authors propose a conceptual framework in which marketing elements are related to the dimensions of brand equity, that is, perceived quality, brand loyalty, and brand associations combined with brand awareness. These dimensions are then related to brand equity. The empirical tests using a structural equation model support the research hypotheses. The results show that frequent price promotions, such as price deals, are related to low brand equity, whereas high advertising spending, high price, good store image, and high distribution intensity are related to high brand equity. |
| [24] | . ), it seems hard to obtain long-term loyalty from high self-monitors even though they may view themselves as having a strong social relationship with the salesperson. |
| [25] | . 基于消费者的视角,将企业的成分品牌战略和消费者的购买意愿作为研究对象,探讨企业在实施成分品牌时,成分品牌来源国形象对品牌资产及消费者购买意愿的影响以及品牌资产与消费者购买意愿之间的关系。 . 基于消费者的视角,将企业的成分品牌战略和消费者的购买意愿作为研究对象,探讨企业在实施成分品牌时,成分品牌来源国形象对品牌资产及消费者购买意愿的影响以及品牌资产与消费者购买意愿之间的关系。 |
| [26] | . |
| [27] | . In today's globalized markets a favorable country-of-origin image (CoI) has a considerable impact on consumers' evaluation of products originating from different countries and therefore influences their subsequent buying decisions. The current paper seeks to extend our conceptual understanding of the nature and functioning of the CoI construct. The aim is threefold, namely to provide a succinct state-of-the-art picture of country image research in international marketing, to contribute to a better measurement of the country image construct, and, finally, to develop an agenda for future research. |
| [28] | . This article shows that regional fears, jealousies, and animosities constitute invisible barriers to increased trade within CACM, and that the attitude toward the people of a given country is a factor in existing preconceptions regarding the products of that country. |
| [29] | . Recent work by agricultural economists has failed to adequately identify why consumers desire country-of-origin labeling, a key piece of information needed to determine whether a market-failure exists. This paper brings to the attention of agricultural economists a sizable body of literature on country-of-origin effects from the marketing and business disciplines. Based on this literature, we draw a distinction between several consumer motivations for origin labels and we identify which of these is cause for public policy. We propose several research questions that require answers if the consequences of country-of-origin labeling policy are to be fully understood. Copyright 2006, Oxford University Press. |
| [30] | . The author examines the role of country image in consumer evaluations of television sets and automobiles. Specifically, two alternative causal models are developed and tested: (1) the halo model hypothesizing that country image serves as a halo in product evaluation and (2) the summary construct model hypothesizing that country image functions as a summary construct. The test results indicate that when consumers are not familiar with a country's products, country image may serve as a halo from which consumers infer a brand's product attributes and which affects their attitude toward the brand indirectly through product attribute rating. In contrast, as consumers become familiar with a country's products, country image may become a construct that summarizes consumers' beliefs about product attributes and directly affects their attitude toward the brand. |
| [31] | . There is much research suggesting that the image consumers hold about a product's country of origin can influence their purchase decision, but little empirical work has focused on the underlying cognitive processing. A flexible model is devised and tested to represent country image processing, using data from large samples of US and Japanese consumers. In addition to strongly supporting the validity of the model, results suggest that country image cognitive processing is significantly more complex than previously thought, and that culture appears to play an important role in purchase decisions. The flexible model represents a substantive improvement in the depiction of cognitive processing regarding country-of-origin image. |
| [32] | |
| [33] | . |
| [34] | |
| [35] | . Seeks to enhance our understanding of the suitability of loyalty measurement techniques by proposing a classification of brand loyalty based on varying market types. Distinguishing between market types is important because the very nature of markets indicates that the measures used to capture loyalty should be very different. This paper, in effect, argues against a single brand loyalty measure for all market types. Marketing practitioners wishing to predict future levels of loyalty would need to use different loyalty measures. In consumable markets where the market is stable and where there is high switching and low involvement and risk, behavioral measures are appropriate for predicting future brand loyalty levels. However where the market is not stable, there is a propensity towards sole brands and attitudinal measures may be better predictors of future behavior in such cases. |
| [36] | . The growing number of academic studies on customer satisfaction and the mixed findings they report complicate efforts among managers and academics to identify the antecedents to, and outcomes of, businesses having more-versus less-satisfied customers. These mixed findings and the growing emphasis by managers on having satisfied customers point to the value of empirically synthesizing the evidence on customer satisfaction to assess current knowledge. To this end, the authors conduct a meta-analysis of the reported findings on customer satisfaction. They document that equity and disconfirmation are most strongly related to customer satisfaction on average. They also find that measurement and method factors that characterize the research often moderate relationship strength between satisfaction and its antecedents and outcomes. The authors discuss the implications surrounding these effects and offer several directions for future research. |
| [37] | , Publication » Brand Loyalty Measurement and Management. |
| [38] | . |
| [39] | . The issue of brand equity has emerged as one of the most critical areas for marketing management in the 1990s. Despite strong interest in the subject, however, there is little empirical evidence of how brand value is created and what its precise effects are. This study explores some of the consequences of brand equity. In particular, the authors examine the effect of brand equity on consumer preferences and purchase intentions. For comparative purposes, two sets of brands are tested, one from a service category characterized by fairly high financial and functional risk (hotels), and one from a generally lower risk product category (household cleansers). Each set includes two brands that are objectively similar (based on Consumer Reports ratings), but they have invested markedly different levels of advertising spending over the past decade. Across both categories, the brand with the higher advertising budget yielded substantially higher levels of brand equity. In turn, the brand with the higher equity in each category generated significantly greater preferences and purchase intentions. |
| [40] | . The authors investigate the efficacy of an integrated perspective on perceived service value, derived out of bringing together two consumer behavior research streams, those of utilitarian and behavioral theories. Theoretical, arguments and empirical evidence are used to show that the integrative perspective provides a better representation of perceived value than either the utilitarian or the behavioral perspective alone. Additionally, acquisition utility is shown to be similar to perceived quality, suggesting that a more parsimonious representation of perceived value entails the use of transaction utility and perceived quality as predictor variables. Finally, the authors argue that within a service encounter context, perceived quality of the service assumes more importance than price perceptions in explaining perceived value. Managerial implications and future research directions are discussed. |
| [41] | . Purpose ‐ The paper aims to explore interrelations of the four brand equity components; brand awareness, brand loyalty, perceived quality and brand image in hotel industry and improve the conceptualization of customer-based hotel brand equity. Design/methodology/approach ‐ The paper is based on the recommendations of previous studies, the scale constructed to measure consumer-based brand equity included brand awareness, brand loyalty, perceived quality and brand image. The present study used a sample of 345 actual customers from 11 different countries whose accommodation in North Cyprus hotels was used to test the relations of the proposed model Path analysis. Findings ‐ The findings in this paper support the three-dimensional model of customer-based brand equity in hotel industry. Brand awareness dimension was not found significant in the tested model for hotels. The present study contributes to the understanding of customer-based brand equity measurement by examining the dimensionality of this construct. Research limitations/implications ‐ Further research in this paper should attempt to examine brand equity across many different hotel categories. This will give the opportunity to make comparisons between different hotels' products and this concept. Furthermore, intra relationship of customer based-brand equity components on the hotel performance needs to be investigated. Practical implications ‐ The paper shows that hotel managers and executives should try to influence; perceived quality, brand loyalty, brand image and brand awareness in their organizations and design their service delivery process by considering relations between customer based brand equity components. Originality/value ‐ The principal contribution of the paper is that it provides important insights into the development and measurement of customer based hotel brand equity scale and limited hotel brand equity literature. |
| [42] | . This research reports on a longitudinal survey approach in which American and Japanese executives were queried regarding their perceptions of products made in the United States and Japan over a period of 15 years. Three surveys were conducted by mail in the United States using home country executives in 1977, 1991 and 1992. One survey was conducted in Japan in 1992 using Japanese executives and is compared to the findings of Nagashima (1977). Results show that over the past 15 years, the image of American goods has been declining both in the United States and Japan, whereas that of Japanese goods has been improving. These results offer an alternative product image/attribute-based perspective as an explanation of the United States trade deficit with Japan. Over the past year, survey results also reveal that the image of Japanese goods in the United States has suffered. This finding suggests that the image of a country's products is changeable, surprisingly even in a short period of time. |
| [43] | . |
| [44] | . This research examines the impact of country-of-origin (COO) perceptions on store brands and store ownership. Online grocery shoppers were subjected to a series of manipulations involving: (a) product type - national brand or store brand; (b) product source - including local or foreign, and culturally close or culturally distant; and (c) store ownership. We find that store brands benefit from being locally sourced, and benefit further if the store is also locally owned, in terms of risk, quality, and value perceptions. If a brand is to be foreign sourced, it is preferable for it to come from a country recognised as culturally close to the seller country. Being the first study to look at the impact of COO effects on store brands, our paper offers insights about how management should take advantage of local sourcing and ownership, or put in place marketing efforts to counter negative COO effects. |
| [45] | . Consumers' country-of-origin (COO) perceptions of imported products in a homogenous less-developed country |
| [46] | . |
| [47] | . |
| [48] | . The article discusses a study which investigated the relationships between country-of-origin image, dimensions of brand equity, and overall brand equity. The study explored country-of-origin image as an important source of brand equity and examined its effects on the dimensions of brand equity and on overall brand equity. It is concluded that the country-of-origin image is an important factor in the consumer decision-making process, mediated by the dimensions of brand equity affecting the formation of overall brand equity. |
| [49] | . This paper investigates the role of cultural differences in the acceptance of new products, as moderated by socio-economic variables. In order to assess the relationship, an analysis utilizing Hofstede's cultural dimensions, along with secondary data representing socio-economic structure and the penetration rate of new products was undertaken. The results demonstrate that power distance and uncertainty avoidance hinder the acceptance of new products. Also found is that individualism has a positive effect but the masculinity dimension has no significant effect on the diffusion of new products. The findings regarding the moderation effects of the socio-economic variables are mixed. |
| [50] | . ABSTRACT This paper developed and tested an integrative model to examine the relationship between tourism decisions and their cultural background. The model was tested using surveyed data from 400 tourists travelling to Lisbon, a cultural city and the capital of Portugal. The results of a structural equation analysis revealed that culture affect tourist decisions. The decision to visit Lisbon relies on its quality, brand and price. This decision is shaped by the likelihood of visitors to accept social differentiation (power distance), moderated by their sense of individualism as well as their long-term orientation. Implications and suggestions for future research are discussed. Copyright 漏 2010 John Wiley & Sons, Ltd. |
| [51] | 消费主义在中国的兴起引起了国内外****的广泛讨论,讨论的焦点之 一是消费主义产生的原因和条件.有关这一问题的讨论基本上没有超出"资本操纵论"和"社会攀比论"范式.文章论述了这两个范式的内容,指出了它们在解释中 国消费主义兴起问题上的某些不足,并在此基础上详述了"国家让渡论". 消费主义在中国的兴起引起了国内外****的广泛讨论,讨论的焦点之 一是消费主义产生的原因和条件.有关这一问题的讨论基本上没有超出"资本操纵论"和"社会攀比论"范式.文章论述了这两个范式的内容,指出了它们在解释中 国消费主义兴起问题上的某些不足,并在此基础上详述了"国家让渡论". |
| [52] | . This paper studies the dimensions of brand image, focusing on the functions or value of the brand as perceived by consumers. In this way, four categories of functions are identified: guarantee, personal identification, social identification and status. By way of hypotheses, it has been proposed that these functions have a positive influence on the consumer's willingness to recommend the brand, pay a price premium for it and accept brand extensions. The hypotheses have been tested in the Spanish sports shoes market and were partially supported. The results obtained confirm the convenience of analyzing brand associations separately and enable the ascertaining of the brand associations that are the most relevant in order to attain certain consumer responses. |
| [53] | . ABSTRACT This research reports an assessment of Sweeney and Soutar's (2001) consumer perceived value (PERVAL) scale. The PERVAL scale contains four dimensions: quality, emotional, price, and social values. The present study develops and evaluates two short forms of the original 19-item PERVAL scale based on Sweeney and Soutar's (2001) original data and three other studies in two different countries. In comparison with the full scale, the short 12-item and 8-item forms have equally good dimensional properties and equivalent predictive validity. The discussion includes implications, both for research and for retail managers. |
| [54] | . 以本土具有激活价值的老化品牌为研究对象,采用PLS统计分析方 法,构建了老化品牌产品创新与消费者购买意愿的关系模型.数据分析结果显示:老化品牌产品的外观创新对购买意愿有显著的负向影响；功能创新和象征创新对购 买意愿有显著的正向影响,并通过感知价值间接影响到购买意愿.研究结论表明老化品牌在进行产品创新时不要轻易改变能唤起消费者品牌情感的符号特征,可以通 过适度提升产品的象征属性和提高产品的功能属性来激活老化品牌. . 以本土具有激活价值的老化品牌为研究对象,采用PLS统计分析方 法,构建了老化品牌产品创新与消费者购买意愿的关系模型.数据分析结果显示:老化品牌产品的外观创新对购买意愿有显著的负向影响；功能创新和象征创新对购 买意愿有显著的正向影响,并通过感知价值间接影响到购买意愿.研究结论表明老化品牌在进行产品创新时不要轻易改变能唤起消费者品牌情感的符号特征,可以通 过适度提升产品的象征属性和提高产品的功能属性来激活老化品牌. |
| [55] | . This cross-cultural study examines the effects of individual characteristics (i.e., consumers' need for uniqueness and self-monitoring) and brand-associated variables (i.e., social-function attitudes toward luxury brands and affective attitude) on U.S. and Chinese consumers' purchase intention for luxury brands. A total of 394 college students in U.S. and China participated in the survey. Using structural equation modeling (SEM), this study finds that U.S. and Chinese consumers' self-monitoring positively influences social-function attitudes toward luxury brands. Social-function attitudes toward luxury brands positively influence consumers' purchase intention through affective attitude. Attitude plays an important mediating role between social-function attitudes toward luxury brands and purchase intentions. The article closes with theoretical and practical implications. |
| [56] | . The controversy over the factual content of advertising has traditionally been looked at from the point of view of the consumer, which is to say the "demand" side. This paper offers an original approach in that it adopts the advertiser's point of view, or the "supply" side. More specifically, it attempts to discover whether the advertiser believes in the effectiveness of factual content. An affirmative answer to this question is provided by means of an experiment showing that the perceived effectiveness of selected advertisements increases according to their factual content. The paper also makes a variety of basic observations concerning the professional behavior of advertisers. |
| [57] | . Purpose – This study was designed to extend knowledge of cognitive processing of country of origin cues by refining the concept of country image and investigating its role in product evaluations.Design/methodology/approach – Data were collected from residents of a large North American metropolitan. A total of 436 usable questionnaires were returned. Data analysis was conducted using the EQS structural equation modeling softwareFindings – We found that country image is a three‐dimensional concept consisting of cognitive, affective, and conative components. We modeled the relationships among country image, product beliefs, and product evaluations, and found that country image and product beliefs affect product evaluations simultaneously regardless of consumers' level of familiarity with a country's products. Findings also indicated that the structure of country image influences product evaluations both directly and indirectly through product beliefs. Consistent with affect transfer theory, the results showe... |
| [58] | . Abstract * The purpose of this study was to develop a multidimensional summated rating scale... |
| [59] | . . |
| [60] | . . |
| [61] | 在Dillon提出的单因子同质测量合成分数信度估计公式的基础上，本文尝试推导出了一个结构方程模型下多因子非同质测量合成分数的信度估计公式，并进一步对该公式在权重不等、误差相关等条件下的扩展进行了推导和讨论。同时，本文采用一组多元正态的模拟数据，对推导出的信度估计公式进行了检验。结果发现，该公式相对Raykov提出的两因子非同质测量合成分数信度估计方法和a系数法具有较大的优越性。 在Dillon提出的单因子同质测量合成分数信度估计公式的基础上，本文尝试推导出了一个结构方程模型下多因子非同质测量合成分数的信度估计公式，并进一步对该公式在权重不等、误差相关等条件下的扩展进行了推导和讨论。同时，本文采用一组多元正态的模拟数据，对推导出的信度估计公式进行了检验。结果发现，该公式相对Raykov提出的两因子非同质测量合成分数信度估计方法和a系数法具有较大的优越性。 |
| [62] | . 在文献梳理基础上,采用结构方程模型方法,构建基于服务质量、食物质量、环境、原真性食物、原真性环境、原真性服务、感知价值、满意度、行为意向等9 个概念的理论模型,讨论广州西贝西北菜餐厅跨地方饮食文化生产的顾客行为意向。研究发现:① 跨地方文化生产餐厅的原真性可从原真性食物、原真性环境、原真性服务三个维度进行解释。原真性饮食文化生产凸显了地方性,但被消费者认知的原真性,是一种被凸显的、符号化的、重塑的原真性,是对学术界争论的几种原真性的杂糅和融合。② 在跨地方文化生产中,原真性环境和服务比原真性食物更重要,尤其是在定位高档的跨地方饮食文化消费情境中,原真性服务对顾客满意感有显著影响,充分证明原真性服务是跨地方文化生产餐厅原真性的重要组成部分,对顾客的原真性体验产生积极影响。这是地方性饮食在跨地方饮食文化生产中的原真性重塑及融合的结果。③ 原真性服务对跨地方饮食文化的原真性重塑具有关键作用,消费者对跨地方饮食文化原真性的体验,取决于远离饮食文化源地的经营地的地方性文化特质。 . 在文献梳理基础上,采用结构方程模型方法,构建基于服务质量、食物质量、环境、原真性食物、原真性环境、原真性服务、感知价值、满意度、行为意向等9 个概念的理论模型,讨论广州西贝西北菜餐厅跨地方饮食文化生产的顾客行为意向。研究发现:① 跨地方文化生产餐厅的原真性可从原真性食物、原真性环境、原真性服务三个维度进行解释。原真性饮食文化生产凸显了地方性,但被消费者认知的原真性,是一种被凸显的、符号化的、重塑的原真性,是对学术界争论的几种原真性的杂糅和融合。② 在跨地方文化生产中,原真性环境和服务比原真性食物更重要,尤其是在定位高档的跨地方饮食文化消费情境中,原真性服务对顾客满意感有显著影响,充分证明原真性服务是跨地方文化生产餐厅原真性的重要组成部分,对顾客的原真性体验产生积极影响。这是地方性饮食在跨地方饮食文化生产中的原真性重塑及融合的结果。③ 原真性服务对跨地方饮食文化的原真性重塑具有关键作用,消费者对跨地方饮食文化原真性的体验,取决于远离饮食文化源地的经营地的地方性文化特质。 |
| [63] | . |
| [64] | . 中国消费者的崇洋消费心理表现出对国外品牌更多的喜好,但是在品 牌负面曝光事件中,由于负面信息造成的期望不一致,崇洋消费心理产生对国外品牌的消极影响:在崇洋消费心理作用下,面对一般消极程度的品牌负面信息,消费 者对国内品牌和国外品牌的评价没有显著差异;面对重大消极程度的品牌负面信息,消费者对国外品牌的评价明显低于对国内品牌的评价. . 中国消费者的崇洋消费心理表现出对国外品牌更多的喜好,但是在品 牌负面曝光事件中,由于负面信息造成的期望不一致,崇洋消费心理产生对国外品牌的消极影响:在崇洋消费心理作用下,面对一般消极程度的品牌负面信息,消费 者对国内品牌和国外品牌的评价没有显著差异;面对重大消极程度的品牌负面信息,消费者对国外品牌的评价明显低于对国内品牌的评价. |
| [65] | ABSTRACT A leading feminist geographer puts forth new ways of thinking about space and place. In these days of global acceleration on the one hand and intensifying local nationalisms on the other, how should we be thinking about space and place? This new book brings together Doreen Massey's key writings on this debate. In it she argues that we have seen some problematical readings of both terms in recent years, and she proposes an alternative approach more adequate to the issues facing the social sciences today. Massey has organized these debates around the three themes of space, place, and gender. She traces the development of ideas about the social structure of space and place, and the relation of both to issues of gender and certain debates within feminism. Beginning with the economy and social structures of production, Massey develops a wider notion of spatiality as the product of intersecting social relations. On this basis she proposes an approach to "places" that is essentially open and hybrid while always provisional and contested. The themes intersect with much current thinking about identity within feminism and cultural studies. The chapters range from studies of the concepts of place employed in debates on uneven regional development and inner-city problems to arguments about the relationship between the conceptualization of space/place and the social construction of gender relations. "This book presents a collection of Massey's writings that have appeared over the last two decades. The volume is, however, more than a sum of its parts, in that Massey uses commentaries throughout the book to delineate an intellectual trajectory in Anglo geography that connects the concerns of economic geography with critiques and extensions by feminist and postcolonial writers. Massey builds a multifaceted argument of the richness of geographical analysis and its centrality for contemporary social theory debates." Professional Geographer "In a compilation of essays spanning over fifteen years, Space, Place and Gender, Doreen Massey explores the intricate and profound connection of space and place with gender and the construction of gender relations. Spaces and places are gendered, she argues, at once reflecting and affecting how gender is understood." Harvard Design Magazine Doreen Massey is professor of geography at the Open University in the United Kingdom. She is the author of five books, including Spatial Divisions of Labour (1984) and, with David Weild and Paul Quintas, High-Tech Fantasies (1991). |
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| [67] |
