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首页> 外文期刊>Journal of Business Research >Do corporate image and reputation drive brand equity in India and China? -Similarities and differences
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Do corporate image and reputation drive brand equity in India and China? -Similarities and differences

机译：企业形象和声誉会驱动印度和中国的品牌资产吗？ -相同点和不同点

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摘要

Corporate signals, such as corporate image and corporate reputation, are potentially effective tools to alleviate consumer uncertainty about brands in emerging markets and may therefore enhance product brand equity. However, most studies targeting the effects of corporate signals are set in developed countries and also fail to compare different emerging markets to explore possible moderators to these relationships. We argue that the perceived uncertainty towards brands differs between emerging markets and that this difference is shaped by the institutional background in the country. This, in turn, influences the effectiveness of corporate signals. Using structural equation modelling, the study analyses large consumer samples from China and India. We discover that corporate image is a more effective signal in China than in India. Moreover, we find that corporate reputation mediates the corporate image - product brand equity relationship in emerging markets. Notably, the importance of the mediation depends on the country setting.
机译：企业形象，例如企业形象和企业声誉，是减轻消费者对新兴市场品牌不确定性的潜在有效工具，因此可以提高产品品牌资产。但是，大多数针对公司信号影响的研究都是在发达国家进行的，并且也未能比较不同的新兴市场来探索可能的主持人。我们认为，新兴市场之间对品牌的不确定性有所不同，而这种差异是由该国的制度背景所决定的。反过来，这会影响公司信号的有效性。使用结构方程模型，该研究分析了来自中国和印度的大量消费者样本。我们发现，企业形象在中国比在印度更有效。此外，我们发现企业声誉在新兴市场中中介了企业形象-产品品牌资产关系。值得注意的是，调解的重要性取决于国家/地区设置。

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