全球化品牌的感知维度与情感反应——针对中国青年消费者的研究

通过消费者全球化品牌的联想测试和语义族分析,设计全球化品牌感知量表;根据调查问卷探索与验证全球化品牌的构念维度,研究感知维度对品牌选择行为的情感反应。结果发现:全球化品牌感知包括全球化光环因子、原产地因子、质量因子与社会责任因子;青年消费者对全球化品牌的社会责任感知不显著,全球化光环因子作为感性因子对消费者行为影响最大,其后是质量因子与原产地因子;原产地因子对全球化品牌的全球化光环因子与质量因子均有直接正向影响。

Cognitive Dimension and Emotional Response of Global Brand---Based on the Perspective of Young Chinese Consumers

Based on the consumers' brand association and semantic analysis,this paper designs the measure model of global brand perception,explores and confirms the construct dimension of global brand,and discusses the emotional response that dimensions of brand perception cause on consumer behavior. The result shows that the dimension of global brand perception includes halo,country of origin,quality and CSR; young consumers do not possess a significant social responsibility towards global brand. Besides,Halo,as a perceptual factor,has the strongest influence on consumer behavior,followed by the factor of quality and country of origin. Also,the image of country of origin has a direct and positive impact on the factor of global halo and quality.