基于属性水平的品牌来源国作用机制研究——信息处理的视角

制造和质量控制技术在全球范围的转移,导致制造国影响减弱,这对传统原产地研究提出了新的挑战。本研究在区分品牌来源国和产品制造国的基础上,通过把产品属性划分为搜索属性和信任属性,探索品牌来源国如何在属性评价层面上影响消费者。本研究发现,品牌来源国主要在信任属性上影响消费者对产品的评价。不仅如此,与新手型消费者相比,专家型消费者评价信任属性时更多地受到品牌来源国刻板印象的影响。

The Effects of Brand Origin on Attributes Evaluations:An Information Processing Perspective

Manufacturing and quality control technologies are increasingly transferred from developed countries to developing countries. This may greatly dilute the effects of made in clues,and challenge the traditional wisdom of country of origin research,which focuses on the effects of manufacturing country image. In this study,we concentrate on exploring how brand origin influences consumers' perceptions of the branded products in attribute level. We find that the stereotype images of brand origin do influence cons...