• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Business Research >Global brand ownership: The mediating roles of consumer attitudes and brand identification
【24h】

Global brand ownership: The mediating roles of consumer attitudes and brand identification

机译：全球品牌拥有权：消费者态度和品牌识别的中介作用

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The branding literature repeatedly emphasizes the role brands play in shaping consumer identities. In this context, the rise of global consumer groups gives global brands a prominent role as potential tools for consumer identification. Specifically, consumer segments that idealize global communities and/or hold positive attitudes toward various aspects of globalization are particularly prone to using global brands in order to strengthen their identification with the global world. Against this background, this paper empirically investigates the mediating roles of (a) consumer attitudes toward globality and (b) identification with global brands on the relationship between consumer orientations toward globality and global brand ownership. Findings from a study with 300 French consumers provide evidence of full mediation in line with the theoretically derived causal structure linking consumer orientations to brand ownership through consumer attitudes and brand identification. The paper discusses implications of the findings for theory, practice and future research directions. (C) 2016 Elsevier Inc. All rights reserved.
机译：品牌文献反复强调品牌在塑造消费者身份方面的作用。在这种情况下，全球消费者群体的崛起使全球品牌作为潜在的消费者识别工具发挥了突出的作用。具体而言，理想化全球社区和/或对全球化各个方面持积极态度的消费者群体尤其倾向于使用全球化品牌，以加强其对全球化世界的认同。在这种背景下，本文通过实证研究了（a）消费者对全球化的态度和（b）与全球品牌的认​​同在消费者对全球化的倾向与全球品牌所有权之间的关系上的中介作用。一项针对300名法国消费者的研究得出的结论提供了充分调解的证据，这与从理论上得出的因果结构相联系，这种因果结构通过消费者的态度和品牌识别将消费者取向与品牌所有权联系起来。本文讨论了研究结果对理论，实践和未来研究方向的意义。 （C）2016 Elsevier Inc.保留所有权利。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号