植根于忠诚:消费者民族中心主义如何塑造消费者对本土品牌的满意度
Shilpa Praveen1, Badrinarayan Srirangam Ramaprasad2, K P Nandan Prabhu1
1T A Pai Management Institute (TAPMI), Manipal Academy of Higher Education (MAHE), Manipal, Karnataka, India.
Acta psychologica
|October 7, 2025
概括
经验式营销线索提高了国内非酒精饮料的品牌价值和忠诚度. 消费者的民族中心主义减轻了这种影响,影响了对原产地线索的反应.
科学领域:
- 营销 营销 营销 营销 营销 营销
- 消费者行为 消费者行为
- 心理学 心理学 心理学
背景情况:
- 基于刺激-有机体-反应 (S-O-R) 和预期-确认理论.
- 研究体验式营销混合线索对基于消费者的品牌价值 (CBBE),满意度和忠诚度的影响.
- 探讨了消费者民族中心主义在塑造国内非酒精饮料品牌关系中的温和作用.
研究的目的:
- 分析营销组合线索如何影响CBBE,满意度和忠诚度.
- 了解CBBE的调解作用和忠诚度途径中的满意度.
- 评估消费者民族中心主义对营销线索和消费者反应之间的关系的温和效应.
主要方法:
- 在6个城市的12家印度超市中对515名购物者进行了横截面调查.
- 数据分析使用基于共差的结构方程建模与适度.
- 采用刺激-生物体-反应 (S-O-R) 和预期-确认理论框架.
主要成果:
- 产品可用性,店内可访问性,价值导向定价和促销沟通的联合突出性显著增加了CBBE.
- CBBE积极影响满意度,这反过来又推动了品牌宣传和回购意图.
- 对于高度民族中心的消费者来说,CBBE→满意度→忠诚度路径更强大;低民族中心的消费者对来自国内的线索的反应较小.
结论:
- 消费者民族中心主义作为一个边界条件,将认知评估与行为反应联系起来.
- 国内品牌应该专注于透明的定价,分销和推广,以建立公平.
- 全球品牌可以通过突出本土风味和可持续性创新来吸引消费者.
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