品牌来源国（地区）形象与产品属性对品牌态度及购买意愿的影响

摘要

全球化营销过程中,来源国（地区）效应受到学术界的重视。本文在验证品牌来源国（地区）效应的基础上,特别探索产品属性与品牌来源国（地区）形象对品牌态度及购买意愿的影响。研究发现,品牌来源国（地区）形象与产品属性对消费者品牌态度及购买意愿有积极影响,且产品属性能调节品牌来源国（地区）形象对消费者品牌态度的影响。本研究结果推进了品牌来源国（地区）效应的研究,同时具有重要的营销实践意义。%During global marketing academic circles should pay much attention to the effects of country-of-origin（region）.Based on the verification of effects of brand country-of-origin,this paper particularly explores the impacts of brand country-of-origin image and product attribute on brand attitude and purchase intention.The results show brand country-of-origin image and product attribute have positive impact on the brand attitude and purchase intention,and product attributes can moderate the influence of brand country-of-origin image on brand attitudes.This study has advanced the research on country-of-origin effect and also has important practical significance of marketing.