地主國消費者特性與產品特定因素對國際化品牌命名策略之影響

The Impact of Host Country Consumer Characteristics and Product-Specific Factors on International Brand Naming Strategies

許喬茵(Chiao-Yin Hsu)

指導教授 ： 陳厚銘

國立臺灣大學/管理學院/國際企業學研究所/碩士(2011年)

https://doi.org/10.6342/NTU.2011.00591

摘要

在全球化的趨勢下，許多國際品牌紛紛在國外市場推出產品，擴展自己的事業版圖。這些品牌為了滿足各地區消費者的不同需求，或是配合產品內部因素，所以嘗試在「標準化」與「在地化」行銷策略中權衡出最適位置，這些行銷策略當然也包括品牌命名的策略。
本研究採用層級分析法，以具有行銷經驗的業界人士為研究對象。延續前人研究中的外部結構因素，並增加內部結構因素構面，嘗試從這兩大構面出發，去探討影響企業選擇標準化或在地化品牌命名模式的關鍵因素；透過外部與內部結構因素之分析，完整地探討品牌國際化命名決策模式。研究結果顯示：
1. 在品牌命名決策因素中，「消費者民族中心主義」的權重最大，其次為「產品來源國效應」、「產品聯想類別」，顯示專家認為此三項為品牌命名過程中十分重要的決策因素。
2. 在品牌命名決策因素中，「知覺風險水平」、「權力距離高低」、「不確定性趨避程度」所占權重較小，顯示專家認為此三項為品牌命名過程中較不重要的決策因素。
3. 在國際化品牌命名策略選擇上，當地主國消費者具有消費者民族中心主義傾向，或產品屬性屬於功能性時，行銷人員認為應採用「在地化」的品牌命名策略。
4. 在國際化品牌命名策略選擇上，當產品具有來源國效應或知覺風險水平較高，或是地主國消費者屬於高不確定性趨避及高權力距離時，行銷人員認為應採用「標準化」的品牌命名策略。

關鍵字

全球化策略 ； 品牌名稱 ； 國家文化 ； 消費者民族中心主義 ； 知覺風險 ； 來源國效應

並列摘要

Following the trend of globalization many enterprises launch their brands in foreign markets to expand the scope of their business. In order for these brands to satisfy the various consumer needs present in different countries, or to match their products’ internal factors with the local market, these brands attempt to find an optimal marketing strategy somewhere between “standardization” and “localization” branding strategies, which includes brand naming.
This study uses Analytic Hierarchy Process (AHP) as main the main method of analysis. The sample under consideration consists of subjects with experience working within the marketing industry. External structural factors are extended from previous studies in addition to several additional internal structural factors. These constiture the main dimensions of this study. This study attempts to examine the impact of key decision factors influencing the choice companies face between a standardized and a localized brand naming strategy. Through the analysis of the external and internal structural factors, this sudy provides a comprehensive discussion of international brand naming strategies. The results show:
1. Of the factors influencing the decision of brand naming, “Consumer Ethnocentrism” is weighted heaviest, “Country-of-Origin Effect” and “Product Concept Categories” follow in lesser importance. The results show that these Following the trend of globalization many enterprises launch their brands in foreign markets to expand the scope of their business. In order for these brands to satisfy the various consumer needs present in different countries, or to match their products’ internal factors with the local market, these brands attempt to find an optimal marketing strategy somewhere between “standardization” and “localization” branding strategies, which includes brand naming.
This study uses Analytic Hierarchy Process (AHP) as main the main method of analysis. The sample under consideration consists of subjects with experience working within the marketing industry. External structural factors are extended from previous studies in addition to several additional internal structural factors. These constiture the main dimensions of this study. This study attempts to examine the impact of key decision factors influencing the choice companies face between a standardized and a localized brand naming strategy. Through the analysis of the external and internal structural factors, this sudy provides a comprehensive discussion of international brand naming strategies. The results show:
1. Of the factors influencing the decision of brand naming, “Consumer Ethnocentrism” is weighted heaviest, “Country-of-Origin Effect” and “Product Concept Categories” follow in lesser importance. The results show that these three are the most important factors in the brand naming process.
2. Of the decision factors related to brand naming, “The Level of Perceived Risk”, “Power Distance”, “Uncertainty Avoidence” all have low weights. This result indicates that these three factors are less important in the brand naming process.
3. When the host country’s consumers have a tendency to be ethnocentric, or attributes of the product are functional, marketers think international enterprises should adopt a localized brand naming strategy.
4. When the product has COO effects or higher perceived risk, or the host country’s consumers are characterized by high uncertainty avoidance and high power distance, marketers think international enterprises should adopt a standardized brand naming strategy.

並列關鍵字

Global Marketing Strategy ； Brand Name ； Country Cultural ； Perceived Risk ； Country-of-Origin

參考文獻

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