中国品牌利用文化元素改善外国消费者品牌态度的路径研究

摘要

Some Chinese consumer product enterprises have made gratifying achievements overseas by building their brands with Chinese cultural heritage.However,the existing litera-ture cannot explain the reasons for their success.By a review of the literature regarding con-sumer culture positioning and brand cultural iconness,this paper refines the concept of brand foreign cultural iconness and explores its effect mechanism.The survey of French consumers reveals that brand foreign cultural iconness can positively influence consumers ’perceived brand quality,prestige,uniqueness benefits and the benefits of belonging to the global citizen group.Specifically,its direct influence on perceived brand uniqueness benefits is the most prominent.However,the positive influence of brand foreign cultural iconness on brand atti-tudes originates mostly from the mediation effects of perceived quality and prestige.Besides, brand origin image and consumer ethnocentrism positively and negatively moderate the whole role of brand foreign cultural iconness in brand attitudes respectively.The results enrich the literature regarding consumer culture positioning and brand cultural iconness,and also add a new angle of internationalization study of Chinese brands.%我国的一些消费品企业通过利用母国文化精粹打造品牌，已在海外市场取得喜人的成绩。然而，现有文献尚不能回答这些品牌成功的原因。本研究通过回顾消费者文化定位及品牌文化象征性相关文献，提炼了品牌外国文化象征性概念，并探索了其作用机制。对法国消费者的问卷调查显示，品牌外国文化象征性能正向影响消费者对品牌质量、声望、独特性利益、(全球公民)群体归属性利益的评价，且对感知独特性利益的直接作用最为突出；但品牌外国文化象征性对品牌态度的正向影响主要源于感知质量与声望的中介作用。此外，品牌来源国形象及消费者民族中心主义分别正向和负向调节着品牌外国文化象征性对品牌态度的整体作用。本研究的结论丰富了有关消费者文化定位及品牌文化象征性的文献，也为中国品牌国际化研究增添了一个新的视角。