دانلود رایگان مقاله لاتین آیا شهرت شرکت ارزش برند را تحت تاثیر قرار می دهد؟ از سایت الزویر
عنوان فارسی مقاله:
آیا تصویر و شهرت شرکت ارزش برند در هند و چین را تحت تاثیر قرار می دهد؟ - شباهت ها و تفاوت ها
عنوان انگلیسی مقاله:
Do corporate image and reputation drive brand equity in India and China? - Similarities and differences
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
5. Results
According to our theoretical reasoning, Indian consumers perceive less uncertainty towards brands compared to Chinese consumers. To initially test if this proposition holds, we measure the level of consumer trust towards brands in both countries (measured with the item, “I definitely trust [brand]” at the onset of both studies). Trust and perceived uncertainty share a strong negative correlation (e.g., Morgan & Hunt, 1994). The reason for not directly measuring perceived uncertainty is that consumers might not be able to quantify their uncertainty perception on a scale. The mean value of trust in China is significantly lower (p < 0.001) than the mean value in India. Therefore, we gain support for the notion that the level of uncertainty towards brands is higher in China than in India. Additionally, when ran a chi-square test to investigate if the percentage of initially correctly identified corporate brands is higher in China than in India. According to our argument, China leaves consumers with more uncertainty than India. Hence, Chinese consumers are expected to invest more efforts to identify company signals and thus should be better at matching corporate brands to product brands. Again, this initial test is supported (p < 0.001). The calculations of the structural equation model were conducted using Mplus and a maximum likelihood estimator. When only modelling the direct effect of corporate image to product brand equity (Model 1), the effect is significant with a strong effect size of above 0.5 for the standardized coefficient in the total sample, therefore we gain support for hypothesis 1. We test the mediation hypothesis (H2) with the help of a bootstrap mediation test (Cheung, 2007; Hayes, 2013; MacKinnon, 2008). We reach a significant indirect effect with the size of 0.267 for the relationship from CI to PBE for the combined emerging market sample (0.201 in China and 0.326 in India, respectively). The mediation is confirmed by the 5% Bootstrap confidence intervals of the total sample [0.198; 0.338], as well as in China [0.101; 0.313], and in India [0.244; 0.494]. All intervals clearly exclude zero, which substantiates the mediation effect. A χ2 difference test between model one (direct effect only) and model two (including the mediator) displays an increasingly better fit for model two. Therefore, we receive additional support for hypothesis 2 (Table 5). H3 posits that the effect of corporate image is stronger in China than in India. A multi-group analysis reveals support for this hypothesis, both for the direct effect model and when including the mediator. The bootstrap analysis clearly excludes zero and, therefore, grants additional support. As already tested for H2, the mediation is supported in China and India. To investigate the nature of the mediation effect, it is important to compare the direct effect after the inclusion of the mediator (Zhao, Lynch, & Chen, 2010). For India, the direct effect ceases to cross the significance threshold after including the mediator (indicating full mediation). In contrast, in China the link displays a strong effect size of 0.804 and continues to be significant (indicating partial mediation). Therefore, H4a and H4b also gain support. To confirm the substance of our results, we ran the same tests with only those participants that have identified the corporate brand correctly. Despite some slight changes in results, we still find support for all hypotheses.
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کلمات کلیدی:
Strategic Integrated Marketing Communications https://books.google.com/books?isbn=1136363084 Larry Percy - 2008 - Business & Economics IMC helps mediate all of these various aspects of corporate identity. ... Corporate identity helps drive corporate image, which in its turn informs corporate reputation. ... This means building a corporate brand equity as well as individual brand ... Strategic Integrated Marketing Communication: Theory and Practice https://books.google.com/books?isbn=0750679808 Larry Percy - 2008 - Business & Economics IMC helps mediate all of these various aspects of corporate identity. ... Corporate identity helps drive corporate image, which in its turn informs corporate reputation. ... This means building a corporate brand equity as well as individual brand ... The Differences Between Brand And Reputation | Branding Strategy ... https://www.brandingstrategyinsider.com/.../the-differences-between-brand-and-reput... Feb 2, 2015 - Reputation is a “company-centric” concept … brand is about relevancy ... with – and our awareness (another shared idea between brand and reputation) ... all leaders have responsibility for because it is something they drive together. .... Brand Identity (26) · Brand Imagery (2) · Brand Innovation (31) · Brand ...
