| 区域原产地形象对品牌态度的影响研究--以广西和安徽为例 |
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| 引用本文： | 宋亮,胡发刚,吴雪,徐公伟.区域原产地形象对品牌态度的影响研究--以广西和安徽为例[J].梧州学院学报,2014(5):16-21. |
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| 作者姓名： | 宋亮 胡发刚 吴雪 徐公伟 |
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| 作者单位： | 宿州学院 皖北中小企业与特色产业发展研究中心,安徽 宿州,234000 |
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| 基金项目： | 宿州学院皖北中小企业与特色产业发展研究中心开放课题(2014YKF27)；宿州学院优秀青年人才基金项目(2013XQRW04)；安徽省教育厅人文社科项目(sk2013B512)；安徽省重点教研项目 |
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| 摘 要： | 原产地形象能够影响消费者对于产品的态度和品牌评价已经在学术界得到了验证，但是以往对原产地效应的研究，主要基于国别作为研究对象。本文选择广西和安徽两个地区作为研究对象，通过调查在校大学生，探索区域原产地形象能否影响消费者对于品牌态度的认知，研究显示区域原产地形象与品牌态度之间存在正相关关系。
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| 关 键 词： | 原产国效应 区域形象 品牌态度 |
A Study of the Impact of Regional Image on Brand Attitude---An Example Study of Guangxi and Anhui |
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| Song Liang,Hu Fagang,Wu Xue,Xu Gongwei.A Study of the Impact of Regional Image on Brand Attitude---An Example Study of Guangxi and Anhui[J].Journal of Guangxi University Wuzhou Branch,2014(5):16-21. |
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| Authors: | Song Liang Hu Fagang Wu Xue Xu Gongwei |
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| Institution: | 1.2.3.4. The Research Center For Northern Anhui Small- and Medium-sized Enterprises and Development of Distinctive Industry of Suzhou University, Suzhou 234000, China) |
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| Abstract: | It has been verified in acadamic cirdle that the image of product origin can influence consumers’ attitude to the products and their evaluation of the brands. However, previous studies of origin effect focused on some specific nations. In view of this, .this paper chooses Guangxi and Anhui as research objects to explore whether regional origin images can influence consumers’ attitudes to the brand evaluation by investegting the college students in thses two regions. The result shows that there is a positive correlation between regional origin images and attitudes to brands. |
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| Keywords: | Effect of origin country Regional image Attitudes tobrands |
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