...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Management international review >Endorsement of Global Product Brands by Global Corporate Brands: A Consumer Perspective Across Nations
【24h】

Endorsement of Global Product Brands by Global Corporate Brands: A Consumer Perspective Across Nations

机译：全球企业品牌的全球产品品牌的认可：各国消费者的观点

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

Many multinational corporations use their corporate brand to endorse their products but thereby attract international consumers differently. Therefore, it is important to analyze whether corporations profit from endorsed branding strategies across nations or whether they must rely on country-specific factors. The authors propose a theory-based framework and apply multilevel mediation structural equation modeling with cross-level interactions to analyze the typical direct and indirect effects of global corporate brand image and global product brand image on product purchase intention across nations. The authors rely on hierarchical data from 7660 consumer evaluations of a multinational corporation's global corporate and product brands in 35 countries. Importantly, the results provide insights into country-specific moderators, i.e., the degree of country development and national culture, and the respective country portfolio. They further contribute to the application of theory and show a positive indirect effect of global corporate brand image on product purchase intention via global product brand image across nations. Additionally, a positive, although weaker, direct effect of global corporate brand image on product purchase intention is found. However, the degree of country development and national culture moderate both effects differently. This study provides new theoretical implications and shows that a country portfolio offers concrete hints for managers.
机译：许多跨国公司使用他们的企业品牌来认可他们的产品，从而不同地吸引国际消费者。因此，重要的是分析各国跨国公司的公司是否有利润，或者是否必须依赖于国家特定因素。作者提出了一种基于理论的框架，并应用了多级介入结构方程模型，跨级别相互作用，分析了全球企业品牌形象和全球产品品牌形象对各国产品购买意向的典型直接和间接影响。作者依赖于35个国家的跨国公司全球企业和产品品牌的7660个消费者评估的分层数据。重要的是，结果提供了对国家特定主持人的见解，即国家发展和国家文化以及各自的国家组合。他们进一步促进了理论的应用，并显示了全球企业品牌形象在各国全球产品品牌形象对产品购买意向的积极间接影响。此外，发现了积极的，虽然较弱，但发现了全球企业品牌形象对产品购买意图的直接影响。然而，国家发展的程度和国家文化适度适中两种影响。本研究提供了新的理论意义，并表明国家产品组合为经理提供了混凝土暗示。

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