中国体育科技
中國體育科技
중국체육과기
China Sport Science and Technology
2013年
3期
140~144
,共null页
品牌原产地困惑 品牌原产地效应 品牌知名度 品牌形象感知
品牌原產地睏惑 品牌原產地效應 品牌知名度 品牌形象感知
품패원산지곤혹 품패원산지효응 품패지명도 품패형상감지
sports brand-origin confusion ; brand origin effect ; brand awareness ; brand image Perception
以消费者行为理论和品牌原产地效应的研究文献为基础，基于体育服装品牌，研究了品牌原产地困惑和品牌知名度对中国消费者品牌形象感知的影响。通过问卷调查进行了实证检验，得出以下结论：第一，当消费者将某个国外体育品牌错误判断为本土体育品牌时，会认为这个国外品牌的品牌形象较差，同时也会更不偏好；第二，本土品牌知名度会对本土品牌原产地困惑与本土品牌形象感知之间的负向关系起到调节作用，而对国外品牌而言，品牌知名度的调节作用不显著。
以消費者行為理論和品牌原產地效應的研究文獻為基礎，基于體育服裝品牌，研究瞭品牌原產地睏惑和品牌知名度對中國消費者品牌形象感知的影響。通過問捲調查進行瞭實證檢驗，得齣以下結論：第一，噹消費者將某箇國外體育品牌錯誤判斷為本土體育品牌時，會認為這箇國外品牌的品牌形象較差，同時也會更不偏好；第二，本土品牌知名度會對本土品牌原產地睏惑與本土品牌形象感知之間的負嚮關繫起到調節作用，而對國外品牌而言，品牌知名度的調節作用不顯著。
이소비자행위이론화품패원산지효응적연구문헌위기출，기우체육복장품패，연구료품패원산지곤혹화품패지명도대중국소비자품패형상감지적영향。통과문권조사진행료실증검험，득출이하결론：제일，당소비자장모개국외체육품패착오판단위본토체육품패시，회인위저개국외품패적품패형상교차，동시야회경불편호；제이，본토품패지명도회대본토품패원산지곤혹여본토품패형상감지지간적부향관계기도조절작용，이대국외품패이언，품패지명도적조절작용불현저。
Based on the theory of consumer behavior and the literature review of brand origin effect, this paper proposes and test the impact of brand-origin confusion and brand awareness on consumers ＇ brand image perception. We have finished a survey related to sportswear and collected valid questionnaires, the results are as follows： firstly, the higher their confusion over the origin of local brand, the less the consumers would perceive the brand image of non-local brand , and the higher their confusion over the origin of a non-local brand; Secondly, the awareness of local brands negatively moderates the positive relationship between brand-origin confusion and brand image perception, while moderating effect of the awareness of non-local brands is not significant; Thirdly, the awareness of brands have negative impact on consumers＇ preferring brand.
