中国品牌是否该用西化品牌名--西化品牌名对消费者购买意愿影响研究

摘要

Now, more and more Chinese companies start to use westernized brand names, but few studies have examined whether it is an effective strategy that Chinese companies use westernized brand names. This study found that when consumers find the Chinese companies use westernized brand name, consumer’s willingness toward the brand will be significantly reduced. And this effect is moderated by product involvement and consumer ethnocentrism.%在现在，越来越多的中国品牌开始使用西化品牌名，但是很少有研究探讨中国品牌使用西化品牌名是否是一种有效的策略。本文的研究发现，当消费者发现中国品牌使用西化品牌名时，消费者的购买意愿会显著降低，同时该效应受到产品卷入度和消费者民族民族中心主义的调节。