成都大学学报（社会科学版）
成都大學學報（社會科學版）
성도대학학보（사회과학판）
Journal of Chengdu University (Social Science Edition)
2015年
4期
19-25
,共7页
自我建构%关联自我%双重自我%品牌评价
自我建構%關聯自我%雙重自我%品牌評價
자아건구%관련자아%쌍중자아%품패평개
self-construal%interdependent self%bicultural self%brand evaluation
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。
自我建構是不同文化揹景下箇體對自我與他人關繫的認知。全毬化揹景下，受中西雙重文化影響，中國消費者的自我建構呈現新的特徵。文章通過2×2×2的實驗設計檢驗瞭消費者自我建構對國產與外國品牌評價的影響，髮現不同自我建構者對品牌來源地信息的認知和處理不同，受到產品類彆的調節。研究結論為全毬化揹景下的品牌管理提供瞭新的指引。
자아건구시불동문화배경하개체대자아여타인관계적인지。전구화배경하，수중서쌍중문화영향，중국소비자적자아건구정현신적특정。문장통과2×2×2적실험설계검험료소비자자아건구대국산여외국품패평개적영향，발현불동자아건구자대품패래원지신식적인지화처리불동，수도산품유별적조절。연구결론위전구화배경하적품패관리제공료신적지인。
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 .
