摘要
本文主要研究遭遇产品伤害危机情境下,品牌原产地对消费者品牌认知价值的影响。以在校大学生为样本,将品牌认知价值分成三个维度,分别调查产品伤害危机情境下,消费者对国内外品牌的功能性价值、象征性价值以及情感性价值评价的变化。研究表明:在产品伤害危机情境下,消费者在功能性、象征性维度上认为国外品牌高于国内品牌,但在情感性价值维度上仍倾向国内品牌。这一结论对管理者在处理品牌危机时有一定指导意义。
In the situations of product injury crisis, this paper studies the impact of brand origin on consumer brand cognition value. Taking college students as the sample, brand cognition value is divided into the three dimensions of functional value, symbolic value, and emotional value. The paper surveys consumer evaluation change to domestic and foreign brands in functional value, symbolic value, and emotional value under the background of the injury crisis. Studies have shown that ： in the context of the injury crisis, consumers consider foreign brands recognition value is higher than the domestic brands in the functional and symbolic dimension, but lower than the domestic brands in the emotional value dimension.
出处
《财经理论研究》
2014年第1期85-91,共7页
Journal of Finance and Economics Theory
基金
国家自然科学基金(41371161)
