全球化背景下消费者自我建构对国产与外国品牌评价的影响倡--产品类别的调节作用

摘要

Self-construal is how individuals under different cultural environment consider the relationship between themselves and others .With the impact from both Chinese culture and western culture ,Chinese self-construal has gotten new features in the context of globalization .The paper explores the effects of consumers’ self-construal on brand evalu-ations for domestic and foreign brands through an experiment using 2 × 2 × 2 between-subjects design .The results show that consumers with different self-construal perceive and deal with the clues of brand origin differently ,and the effects are moderated by product category .The findings provide a new guidance for brand management in the context of globalization .%自我建构是不同文化背景下个体对自我与他人关系的认知。全球化背景下，受中西双重文化影响，中国消费者的自我建构呈现新的特征。文章通过2×2×2的实验设计检验了消费者自我建构对国产与外国品牌评价的影响，发现不同自我建构者对品牌来源地信息的认知和处理不同，受到产品类别的调节。研究结论为全球化背景下的品牌管理提供了新的指引。