摘要
随着全球化的发展和中英双语消费环境的扩大,同时将中英文两种元素纳入品牌名称中已是企业的通行做法。本文以中英双语品牌名称为研究对象,通过三个实证研究探索了品牌来源国与中英双语品牌名称水平位置组合的交互效应。研究一结果显示:对于来源于中国的品牌,其中英双语品牌名称以"中左—英右"的形式呈现时,能获得显著优于"英左—中右"时的品牌态度评价;对于来源于英语国家的品牌,其中英双语品牌名称以"英左—中右"的形式呈现时,能获得显著优于"中左—英右"时的品牌态度评价。研究二进一步验证了信息加工流畅度的中介作用。此外,研究三引入真实品牌名称检验上述效应,并排除英文字母大小写对该作用机制的影响。
With the development of globalization and the expansion of Chinese-English bilingual consumption environments,it is common that enterprises combine both Chinese and English elements in brand names.Based on three empirical studies,the current study examined the interaction effect of the country-of-brand and the horizontal location combination of Chinese-English bilingual brand name.Specifically,the results of study 1 indicated that for a brand from China,the brand evaluation was improved when the Chinese-English bilingual brand name was presented in the form of"Chinese-English",other than"English-Chinese".However,if the brand was located in English-speaking countries,the Chinese-English bilingual brand name presented in the form of"English-Chinese"would acquire a more positive evaluation from consumers than the form of"Chinese-English".In study 2,the authors explored the internal mechanism of the research and verified the mediating role of the processing fluency.Besides,the current study excluded the influence of the English alphabetic case in study 3,which introduced the realistic brand name to test the interaction effect above.
作者
李蔚
刘思悦
Wei Li;Siyue Liu(School of Business,Sichuan University,Chengdu,China)
出处
《南大商学评论》
2020年第3期81-101,共21页
Nanjing Business Review
基金
国家自然科学基金项目(71702119)
中国博士后科学基金面上资助项目(2018M640027)
关键词
中英双语品牌名称
水平位置组合
品牌来源国
信息加工流畅度
品牌态度
Chinese-English Bilingual Brand Name
Horizontal Position Combination
Country-of-Brand
Processing Fluency
Brand Attitude
作者简介
李蔚(1962-),四川大学商学院教授,管理学博士。研究方向为市场营销。E-mail:cdliwei111@sina.com;通讯作者:刘思悦(1996-),四川大学商学院硕士研究生。研究方向为市场营销。E-mail:liusiyue_scu@foxmail.com。
