摘要
根据消费者对品牌原产地存有的困惑,通过实证法研究了品牌原产地困惑对于消费者体育品牌特性和品牌偏好的影响,并利用SPSS软件对数据进行了对比分析。研究表明在中国环境下,当境外体育用品品牌被误认为是本土品牌时,消费者会形成更差的品牌特性认知以及更不偏好;当中国本土体育用品品牌被误认为是境外品牌时,则发现消费者对不同类型的本土体育品牌在品牌特性认知以及品牌偏好上的比较出现截然不同的结果。
This paper,based on analysis of confusion of brand origin among Chinese consumers,proposes and tests the impact of brand-origin confusion on consumers' brand characteristics perception and preference.The data analysis was made possible through ANOVA in SPSS.The results suggest that on the one hand when non-local brand in China are regarded as local brand,consumers will have worse perception on the brand characteristics and preference;on the other,when local brand are regarded as non-local brand,there was significant difference on comparison between two local origin brands in term of brand characteristics and preference.
出处
《西安体育学院学报》
CSSCI
北大核心
2012年第1期50-56,共7页
Journal of Xi'an Physical Education University
基金
国家教育部博士点基金资助项目(20100201110044)
关键词
体育用品
品牌原产地困惑
品牌原产地效应
品牌特性感知
品牌偏好
sporting productions
brand-origin confusion
brand origin effect
brand characteristics perception
brand preference
