成都大学学报（社会科学版）Issue(4)：19-25,7.
全球化背景下消费者自我建构对国产与外国品牌评价的影响倡--产品类别的调节作用
The Impact of Consumers’ Self-construal on Brand Evaluations for Domestic and Foreign Brands in the Context of Globalization- The Moderating Effect of Product Category
摘要
Abstract
Self-construal is how individuals under different cultural environment consider the relationship between themselves and others .With the impact from both Chinese culture and western culture ,Chinese self-construal has gotten new features in the context of globalization .The paper explores the effects of consumers’ self-construal on brand evalu-ations for domestic and foreign brands through an experiment using 2 × 2 × 2 between-subjects design .The results show that consumers with different self-construal perceive and deal with the clues of brand origin differently ,and the effects are moderated by product category .The findings provide a new guidance for brand management in the context of globalization .关键词
自我建构/关联自我/双重自我/品牌评价Key words
self-construal/interdependent self/bicultural self/brand evaluation分类
管理科学引用本文复制引用
朱丽叶,袁登华..全球化背景下消费者自我建构对国产与外国品牌评价的影响倡--产品类别的调节作用[J].成都大学学报（社会科学版）,2015,(4):19-25,7.基金项目
国家自然科学基金项目“消费者参与品牌共创的作用机理及品牌共创平台的构建”（项目编号71372182）；国家自然科学基金项目“基于品牌心智理论的品牌不安全感危害机制与化解策略研究”（项目编号71171063）；教育部人文社科规划基金项目“基于文化心理视角的国货购买行为研究”（项目编号09YJC630042）阶段性成果。 （）
