区域品牌认同的前因及对消费者购买意愿的影响

目前,相对于其他国家的区域品牌而言,中国区域品牌的发展缓慢,国内学者认为对区域品牌的研究非常有必要且有意义。在区域品牌领域,较少有学者以具体的研究对象分析塑造区域品牌认同的要素和区域品牌认同的作用。基于消费者视角,以自我一致性和感知质量为起点,选择天津地区的区域品牌作为研究对象,调查了共356位学生消费者,探讨研究区域品牌认同的前因变量以及其对消费者购买意愿的影响。应用结构方程模型研究发现,自我一致性和感知质量对区域品牌认同的形成都有显著的促进作用,并且区域品牌认同对消费者购买意愿具有正向的影响。根据结论提出区域品牌利益相关者如何通过提高自我一致性和感知质量构建消费者区域品牌认同的策略。

Antecedents of regional brand identification and its impact on consumer purchase intention

The development of regional brand in China is relatively slower than that in other countries, so it is necessary and meaningful for domestic scholars to work on regional brands research. In the field of regional brands, few scholars focus on the antecedents of regional brand identification and the effect of regional brand in specific subject. On the perspective of consumers, with self congruity and perceived quality as the antecedents, and based on the survey of a total of 356 students, the paper discusses and studies the antecedents of regional brand identifications and its impact on consumer purchase decisions in the case of Tianjin regional brand. The study result confirms that self congruity and perceived quality have significant influence on regional brand identification and the regional brand identification has a positive impact on consumer''s behaviors by applying structural equation modeling. Further, the paper puts forward recommendations on the management for regional brand stakeholders about how to improve self congruity and perceived quality in building regional brand identification.