国家品牌资产：构念架构及相关研究述评

何佳讯; 吴漪

doi:doi:10.16538/j.cnki.fem.20200203.303

/ 期刊集群 / 外国经济与管理

外国经济与管理

主编：李增泉

常务副主编：郑春荣

副主编：阴慧芳贺小刚刘建国

ISSN：1001-4950

刊号：31-1063/F

创刊于1979年，是面向国内外公开发行的管理类学术期刊。

期刊首页 > 全部期刊 > 2020 > 05期 > 论文详细信息

国家品牌资产：构念架构及相关研究述评

何佳讯1, 3

, 吴漪2, 3

作者单位信息

HTML 全文 | PDF 全文(617.3 KB)

10231

5511

外国经济与管理 2020 年第 42 卷第 05 期, 页码：3 - 16 DOI:10.16538/j.cnki.fem.20200203.303

出版日期：2020年5月1日

摘要

参考文献

摘要

近年来国家品牌战略的重要性不断凸显，而国家品牌资产的理论研究工作仍处于起步阶段。目前直接探讨国家品牌资产的文献非常有限，但目的地营销、原产国效应及国家形象等相关主题的研究成果可以帮助我们建立关于国家品牌资产基本脉络的认识。通过梳理国内外相关文献，本文提出并论证，国家品牌资产构念在整体上按宏观、中观和微观三个层面相应有三种视角的界定，即独立的国家品牌资产、与产品/品牌关联的国家品牌资产以及融于品牌资产中的国家品牌资产。基于该构念框架，本文还总结了国家品牌资产的测量方法及作用结果，并在此基础上提出了未来开展该领域研究值得重视的若干方向。

关键词

国家品牌; 国家品牌资产; 国家营销

1 何佳讯. 品牌的逻辑[M]. 北京: 机械工业出版社, 2017: 176-179.

2 何佳讯, 吴漪. 品牌价值观: 中国国家品牌与企业品牌的联系及战略含义[J]. 华东师范大学学报(哲学社会科学版),2015, (5): 150-166.

3 何佳讯, 吴漪, 谢润琦. 中国元素是否有效: 全球品牌全球本土化战略的消费者态度研究——基于刻板印象一致性视角[J]. 华东师范大学学报(哲学社会科学版),2014, (5): 131-145.

4 孟繁怡, 傅慧芬. 中国品牌利用文化元素改善外国消费者品牌态度的路径研究[J]. 外国经济与管理,2016, (4): 49-62, 89.

5 Aaker D A. Managing brand equity: Capitalizing on the value of a brand name[M]. New York: The Free Press, 1991.

6 Alden D L, Steenkamp J B E M, Batra R. Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture[J]. Journal of Marketing,1999, 63(1): 75-87. DOI:10.1177/002224299906300106

7 Anholt S. Anholt nation brands index: How does the world see America?[J]. Journal of Advertising Research,2005, 45(3): 296-304.

8 Caldwell N, Freire J R. The differences between branding a country, a region and a city: Applying the brand box model[J]. Journal of Brand Management,2004, 12(1): 50-61. DOI:10.1057/palgrave.bm.2540201

9 Chabowski B R, Samiee S, Hult G T M. A bibliometric analysis of the global branding literature and a research agenda[J]. Journal of International Business Studies,2013, 44(6): 622-634. DOI:10.1057/jibs.2013.20

10 Chen C Y, Mathur P, Maheswaran D. The effects of country-related affect on product evaluations[J]. Journal of Consumer Research,2014, 41(4): 1033-1046. DOI:10.1086/678194

11 Chiu C Y, Cheng S Y Y. Toward a social psychology of culture and globalization: Some social cognitive consequences of activating two cultures simultaneously[J]. Social and Personality Psychology Compass,2007, 1(1): 84-100. DOI:10.1111/j.1751-9004.2007.00017.x

12 Chu J H. Quantifying nation equity with sales data: A structural approach[J]. International Journal of Research in Marketing,2013, 30(1): 19-35. DOI:10.1016/j.ijresmar.2012.06.005

13 Ferilli G, Sacco P L, Teti E, et al. Top corporate brands and the global structure of country brand positioning: An auto CM ANN approach[J]. Expert Systems with Applications,2016, 66: 62-75. DOI:10.1016/j.eswa.2016.08.054

14 Fetscherin M. The determinants and measurement of a country brand: The country brand strength index[J]. International Marketing Review,2010, 27(4): 466-479. DOI:10.1108/02651331011058617

15 Gilmore F. A country-can it be repositioned? Spain-the success story of country branding[J]. Journal of Brand Management,2002, 9(4-5): 281-293.

16 Han C M. Country image: Halo or summary construct?[J]. Journal of Marketing Research,1989, 26(2): 222-229. DOI:10.1177/002224378902600208

17 He J X, Wang C L. How global brands incorporating local cultural elements increase consumer purchase likelihood: An empirical study in China[J]. International Marketing Review,2017, 34(4): 463-479. DOI:10.1108/IMR-08-2014-0272

18 He J X, Wu Y, Wang C L. The impact of perceived novelty on purchasing global brands incorporating local cultural elements: The mediating effect of cultural compatibility[A]. Proceedings of the 11th Royal Bank International Research Seminar[C]. Jiangsu, China, 2016.

19 Hong S T, Wyer Jr R S. Effects of country-of-origin and product-attribute information on product evaluation: An information processing perspective[J]. Journal of Consumer Research,1989, 16(2): 175-187. DOI:10.1086/209206

20 Hsieh M H, Pan S L, Setiono R. Product-, corporate-, and country-image dimensions and purchase behavior: A multicountry analysis[J]. Journal of the Academy of Marketing Science,2004, 32(3): 251-270. DOI:10.1177/0092070304264262

21 Hu Y, Wang X. Country-of-origin premiums for retailers in international trades: Evidence from eBay’s international markets[J]. Journal of Retailing,2010, 86(2): 200-207. DOI:10.1016/j.jretai.2010.02.002

22 Jaworski S P, Fosher D. National brand identity & its effect on corporate brands: The National Brand Effect (NBE)[J]. Multinational Business Review,2003, 11(2): 99-113. DOI:10.1108/1525383X200300013

23 Keller K L. Conceptualizing, measuring, and managing customer-based brand equity[J]. Journal of Marketing,1993, 57(1): 1-22. DOI:10.1177/002224299305700101

24 Keller K L. Strategic brand management: Building, measuring, and managing brand equity[M]. Britain: Pearson Education, 1998.

25 Keller K L. Brand synthesis: The multidimensionality of brand knowledge[J]. Journal of Consumer Research,2003, 29(4): 595-600. DOI:10.1086/346254

26 Keller K L, Lehmann D R. Brands and branding: Research findings and future priorities[J]. Marketing Science,2006, 25(6): 740-759. DOI:10.1287/mksc.1050.0153

27 Kim C K. Brand popularity and country image in global competition: Managerial implications[J]. Journal of Product & Brand Management,1995, 4(5): 21-33.

28 Kim C K, Chung J Y. Brand popularity, country image and market share: An empirical study[J]. Journal of International Business Studies,1997, 28(2): 361-386. DOI:10.1057/palgrave.jibs.8490105

29 Knott B, Fyall A, Jones I. The nation branding opportunities provided by a sport mega-event: South Africa and the 2010 FIFA World Cup[J]. Journal of Destination Marketing & Management,2015, 4(1): 46-56.

30 Koschate-Fischer N, Diamantopoulos A, Oldenkotte K. Are consumers really willing to pay more for a favorable country image? A study of country-of-origin effects on willingness to pay[J]. Journal of International Marketing,2012, 20(1): 19-41. DOI:10.1509/jim.10.0140

31 Kotler P, Gertner D. Country as brand, product, and beyond: A place marketing and brand management perspective[J]. Journal of Brand Management,2002, 9(4-5): 249-261.

32 Leclerc F, Schmitt B H, Dubé L. Foreign branding and its effects on product perceptions and attitudes[J]. Journal of Marketing Research,1994, 31(2): 263-270. DOI:10.1177/002224379403100209

33 Lowengart O, Menipaz E. On the marketing of nations and multinational corporations: A competitive positioning mapping[J]. Management Decision,2001, 39(4): 302-314. DOI:10.1108/EUM0000000005464

34 Maheswaran D, Chen Y C. Nation equity: Incidental emotions in country-of-origin effects[J]. Journal of Consumer Research,2006, 33(3): 370-376. DOI:10.1086/508521

35 Maheswaran D, Chen Y C. Nation equity: Country-of-origin effects and globalization[A]. Kotabe M, Helsen K. The SAGE handbook of international marketing[C]. London: SAGE, 2009.

36 Maheswaran D, Chen Y C, He J. Nation equity: Integrating the multiple dimensions of country of origin effects[A]. Malhotra N. Review of marketing research[C]. Bingley: Emerald Group Publishing Limited, 2013.

37 Martín O M, Cerviño J. Towards an integrative framework of brand country of origin recognition determinants: A cross-classified hierarchical model[J]. International Marketing Review,2011, 28(6): 530-558. DOI:10.1108/02651331111181402

38 Morgan N, Pritchard A, Piggott R. New Zealand, 100% pure. The creation of a powerful niche destination brand[J]. Journal of Brand Management,2002, 9(4-5): 335-354.

39 Morgan N J, Pritchard A, Piggott R. Destination branding and the role of the stakeholders: The case of New Zealand[J]. Journal of Vacation Marketing,2003, 9(3): 285-299. DOI:10.1177/135676670300900307

40 Nikolova M S, Hassan S S. Nation branding effects on retrospective global evaluation of past travel experiences[J]. Journal of Business Research,2013, 66(6): 752-758. DOI:10.1016/j.jbusres.2011.09.014

41 Olins W. Branding the nation—The historical context[J]. Journal of Brand Management,2002, 9(4-5): 241-248.

42 Papadopoulos N. Place branding: Evolution, meaning and implications[J]. Place Branding,2004, 1(1): 36-49. DOI:10.1057/palgrave.pb.5990003

43 Papadopoulos N, Heslop L. Country equity and country branding: Problems and prospects[J]. Journal of Brand Management,2002, 9(4-5): 294-314.

44 Papadopoulos N, Heslop L A. Country equity and product-country images: State-of-the-art in research and implications[A]. Jain S C. Handbook of research in international marketing[C]. Cheltenham: Elgar, 2003.

45 Pappu R, Quester P. Country equity: Conceptualization and empirical evidence[J]. International Business Review,2010, 19(3): 276-291. DOI:10.1016/j.ibusrev.2009.12.006

46 Pappu R, Quester P G, Cooksey R W. Consumer-based brand equity: Improving the measurement-empirical evidence[J]. Journal of Product & Brand Management,2005, 14(3): 143-154.

47 Pappu R, Quester P G, Cooksey R W. Consumer-based brand equity and country-of-origin relationships: Some empirical evidence[J]. European Journal of Marketing,2006, 40(5-6): 696-717.

48 Pappu R, Quester P G, Cooksey R W. Country image and consumer-based brand equity: Relationships and implications for international marketing[J]. Journal of International Business Studies,2007, 38(5): 726-745. DOI:10.1057/palgrave.jibs.8400293

49 Roth K P, Diamantopoulos A. Advancing the country image construct[J]. Journal of Business Research,2009, 62(7): 726-740. DOI:10.1016/j.jbusres.2008.05.014

50 Shimp T A, Samiee S S, Madden T J. Countries and their products: A cognitive structure perspective[J]. Journal of the Academy of Marketing Science,1993, 21(4): 323-330. DOI:10.1007/BF02894524

51 Sun B H, Morwitz V G. Stated intentions and purchase behavior: A unified model[J]. International Journal of Research in Marketing,2010, 27(4): 356-366. DOI:10.1016/j.ijresmar.2010.06.001

52 Swaminathan V, Page K L, Gürhan-Canli Z. “My” brand or “our” brand: The effects of brand relationship dimensions and self-construal on brand evaluations[J]. Journal of Consumer Research,2007, 34(2): 248-259. DOI:10.1086/518539

53 Torelli C J. Globalization, culture, and branding: How to leverage cultural equity for building iconic brands in the era of globalization[M]. New York: Palgrave Macmillan, 2013.

54 Torelli C J, Keh H T, Chiu C Y. Cultural symbolism of brands[A]. Loken B, Ahluwalia R, Houston M J. Brands and brand management[C]. New York: Routledge, 2010.

55 Torelli C J, Özsomer A, Carvalho S W, et al. Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter?[J]. Journal of Marketing,2012, 76(4): 92-108. DOI:10.1509/jm.10.0400

56 Usunier J C. Relevance in business research: The case of country-of-origin research in marketing[J]. European Management Review,2006, 3(1): 60-73. DOI:10.1057/palgrave.emr.1500049

57 Verlegh P W J, Steenkamp J B E M. A review and meta-analysis of country-of-origin research[J]. Journal of Economic Psychology,1999, 20(5): 521-546. DOI:10.1016/S0167-4870(99)00023-9

58 Yan J. Branding and the international community[J]. Journal of Brand Management,2003, 10(6): 447-456. DOI:10.1057/palgrave.bm.2540140

59 Yasin N M, Noor M N, Mohamad O. Does image of country-of-origin matter to brand equity[J]. Journal of Product & Brand Management,2007, 16(1): 38-48.

60 Yoo B, Donthu N. Developing and validating a multidimensional consumer-based brand equity scale[J]. Journal of Business Research,2001, 52(1): 1-14. DOI:10.1016/S0148-2963(99)00098-3

61 Yoo B, Donthu N, Lee S. An examination of selected marketing mix elements and brand equity[J]. Journal of the Academy of Marketing Science,2000, 28(2): 195-211. DOI:10.1177/0092070300282002

62 Zeugner-Roth K P, Diamantopoulos A, Montesinos Á. Home country image, country brand equity and consumers’ product preferences: An empirical study[J]. MIR: Management International Review,2008, 48(5): 577-602.

引用本文

何佳讯, 吴漪. 国家品牌资产：构念架构及相关研究述评[J]. 外国经济与管理, 2020, 42(5): 3-16.

导出参考文献，格式为：

上一篇：同侪影响、社区氛围与顾客公民行为——品牌社区类型的调节作用

下一篇：组织韧性：最新文献评述

本期封面

2020年第05期