管理评论

›› 2016, Vol. 28 ›› Issue (3): 196-206.

• 市场营销 • 上一篇    下一篇

中国品牌的原产制效应——品牌所在企业所有制类型对消费者品牌特性感知和偏好的影响

霍春辉1, 袁少锋1, 彭泗清2   

  1. 1. 辽宁大学商学院, 沈阳 110136;
    2. 北京大学光华管理学院, 北京 100871
  • 收稿日期:2015-06-29 出版日期:2016-03-28 发布日期:2016-03-31
  • 作者简介:霍春辉,辽宁大学商学院教授,硕士生导师,博士后,博士;袁少锋(通讯作者),辽宁大学商学院副教授,硕士生导师,博士;彭泗清,北京大学光华管理学院教授,博士生导师,博士。
  • 基金资助:

    国家社会科学基金青年项目(13CGL045)。

Ownership of Brand Effect——Impact of Enterprises' Ownership Type on Consumers' Brand Characteristics Perceptions and Preference

Huo Chunhui1, Yuan Shaofeng1, Peng Siqing2   

  1. 1. Business School, Liaoning University, Shenyang 110136;
    2. Guanghua School of Management, Peking University, Beijing 100871
  • Received:2015-06-29 Online:2016-03-28 Published:2016-03-31

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摘要：

中国国有和民营企业的成长背景、经营目标和理念有所差异,这些差异性可能造成消费者对两类所有制企业形成不同的刻板印象。不同的刻板印象可能延伸到对两类企业品牌特性的感知上,进而影响人们对两类所有制品牌的购买偏好。参照原产地效应,本研究提出了品牌原产制效应的概念。通过两项研究检验了这一效应及其作用机制:消费者对国企(vs.民企)品牌在安全可靠等方面有更好的感知,对民企(vs.国企)品牌在高效创新维度上有更好的感知;另外,政府信任度高(vs.低)的消费者倾向对国企(vs.民企)品牌在安全可靠方面有更好的评价,高(vs.低)平权开放的消费者倾向对民企(vs.国企)品牌在高效创新方面有更好的评价;最后,激发消费者对安全可靠的关注,会促使他们选择国企品牌,而激发创新享乐关注,则会提升他们选择民企品牌的意愿。

关键词: 品牌原产制, 品牌特性感知, 国有企业, 民营企业, 刻板印象

Abstract:

Chinese state and private-owned enterprises have different development context, management objectives and thoughts. Thus, consumers might hold different stereotypes on those two kinds of enterprises, which thereby results in distinct perceptions on the two types of enterprises' brand characteristics. These might further influence consumers' brand purchase decisions. This paper names this effect as "ownership of brand effect" by reference to the "country of origin effect" and examines the effect and its mechanism through two experiments. Findings indicate that consumers hold the view that the state-owned brands are more reliable and safe than private-owned brands; however, the private-owned brands are more innovative and efficient than state-owned brands. Further, respondents' evaluation of reliability and safety on state-owned brands is moderated by the degree of their trust on the government; those who have high (vs. low) degree of government trust consider state-owned brands' are more safe and reliable than private-owned brands. Consumers' perceptions of efficiency and innovation on private-owned brands is moderated by their endorsement level of open and egalitarianism, individuals who have high (vs. low) endorsement of open and egalitarianism report more positive appraisal on private-owned (vs. state-owned) brands' efficiency and innovation characteristics. Finally, when concern on safety is aroused, consumers tend to choose state-owned (vs. private-owned) brand; but when innovation is desired, they tend to choose private-owned (vs. state-owned) brand.

Key words: ownership of brand effect, brand characteristics perception, state-owned enterprises, private-owned enterprises, stereotypes