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首页> 外文期刊>Journal of Business Research >The implication of country disposition in consumer response to ingredient branding strategies
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The implication of country disposition in consumer response to ingredient branding strategies

机译：国家配置对消费者对成分品牌战略的反应的影响

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摘要

In this research, we examined the effect of the country of origin (COO) image of an ingredient brand on consumers' evaluation of a host brand. Using airlines as host products and aircraft as ingredients, two experiments were conducted in Brazil and Canada respectively, to assess the COO effect of an ingredient brand on the host brand. Results show that a local host brand from a country with a favorable COO image (Canada) is unaffected by an ingredient brand from a country with an unfavorable COO image (Brazil), whereas a local host brand from a country with an unfavorable COO image is benefited by an ingredient brand from a country with a favorable COO image. This effect is moderated by a home country bias of consumers. Evaluation of the local host brand was unaffected by the COO image of the ingredient brand among those with a high bias toward local brands.
机译：在这项研究中，我们研究了成分品牌的原产国（COO）图像对消费者对主品牌的评估的影响。使用航空公司作为主机产品并使用飞机作为成分，分别在巴西和加拿大进行了两个实验，以评估成分品牌对主机品牌的COO效果。结果显示，来自COO形象良好的国家（加拿大）的本地主机品牌不受来自COO形象不良的国家（巴西）的成分品牌的影响，而来自COO形象不好的国家中的本地品牌的商品不受影响。受益于来自拥有良好COO形象的国家/地区的成分品牌。母国消费者的偏见减轻了这种影响。在对本地品牌有高度偏见的企业中，成分品牌的COO形象不会影响本地主机品牌的评估。

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