文献类型：期刊文献

中文题名：消费者个人特征及民族中心主义对品牌原创地识别准确度的影响--基于中国城市消费者的实证研究

英文题名：The Influences of Consumers' Personal Characteristics and Influence of ConsumerCharacteristics and Ethnocentric Tendency on Brand Origin Recognition Accuracy : An Empirical Study on Urban Chinese Consumers

作者：朱凌[1,2];陆雄文[1];褚荣伟[1]

机构：[1]复旦大学管理学院;[2]华东理工大学商学院

年份：2006

卷号：2

期号：4

起止页码：8

中文期刊名：营销科学学报（辑刊）

外文期刊名：Journal of Marketing Science

语种：中文

中文关键词：来源地;品牌原创地识别准确度(BORA);消费者民族中心主义;消费者个性特征

外文关键词：Country of Origin;Brand Origin Rccognition Accuracy(BORA);Consumer Ethnocentric Tendency;Consumer Characteristics

摘要：在有关来源地的研究历史中,许多学者都默认了这样一个假设:消费者知道产品或品牌的来源地,而且在选择产品时使用了该信息。作者对此提出质疑,于是在中国首次进行了品牌原创地识别准确度的测量,考察了消费者个人特征以及民族中心主义对识别准确度的影响,得出结论:中国城市消费者对品牌原创地有一定的了解,他们对品牌原创地的识别准确度与其受教育程度呈正相关;男性消费者比女性消费者更了解品牌原创地;消费者对外国品牌原创地的了解受到其民族中心主义观念的显著影响;品牌原创地识别准确度会因产品种类的不同而产生差异。
In Country of Origin studics,many scholars scem to agrcc that consumers arc knowlcdgcablc about product/brand origin and they make purchasc decisions bascd on this information.This paper brings up the issuc of brand origin rccognition accuracy(BORA)in China and investigatcs the influence on BORA by consumer demographics and cthnocentric tcndency.The following conclusion is rcached:while urban Chinesc consumcrs have somc knowldgc about brand origins,BORA is positivcly corrclatcd with education level.It is also found that malc consumers dcmonstrate significantly higher BORA than femalcs and their knowldgc about forcign brands'origin is significantly affected by thcir cthnoccntric tendency.BORA varics across product types.