The Impact of Brand Knowledge on Consumers of Different Genders and from Different Cultures

在現代，文化差異是影響消費者對品牌認知最重要的因素之一。儘管品牌在不同的文化可傳達出相同意義的訊息，但，文化會影響到品牌傳遞出的訊息如何被闡釋。本研究的目的是探索品牌資產理論，更明確具體地解說與檢驗跨文化和性別何種程度上會影響消費者的品牌識別、品牌知名度、品牌形象和品牌的忠誠度等。為了回答這些問題，本研究將品牌知識影響消費做不同的文化和性別比較。為了分析這種影響，本研究進行了量性研究，在五個不同文化的國家，使用973調查問卷（女性421；43.3%和男性552；56.7%），並對這些影響提出一個全面性的模型。研究結果表明，消費者即可辨認出品牌，其對營銷努力可能有正面積極的作用；研究結果也顯示品牌再也不能單單被滿足於品牌本身的優勢，而必須同時間強調品牌之間的分歧差異性。

關鍵字

品牌聯想；品牌資產；品牌標識；跨文化；性別

並列摘要

Cultural differences affect consumer perceptions of brands. The aim of this study is thus to examine the theory of brand equity and, more specifically, to explore to what extent brand identity, brand awareness, brand image, brand loyalty, and so on affect consumers of different genders and from different cultures. This paper presents the results of a qualitative study carried out in five different cultures and based on 973 questionnaires, with 421 female respondents and 552 male respondents. The results showed that if consumers from different cultures can recognize a brand when they see it, then the related marketing efforts may have positive effects. The results also suggest that brands can no longer simply present their advantages in their marketing efforts, but must also emphasize how they are different from competing brands.