社会与工程心理学研究室知识库

品牌跨国慈善作为国际营销的战略行为,能够对东道国消费者产生积极影响。但对来源国消费者,品牌跨国慈善行为的影响却未得到足够的关注。本文在中国差序格局的文化背景下,从东道国与来源国资源集聚能力对比的视角,探讨了品牌跨国慈善行为对来源国消费者产生的差序公正感知及品牌评价的影响机制。研究发现,在品牌跨国慈善行为中,只有当来源国消费者感知本国处于优势地位的前提下,来源国消费者才可能对品牌跨国慈善行为产生积极的差序公正感知;反之亦然。由于东道国与来源国资源集聚能力对比是影响来源国消费者优势地位感知的重要因素,因此当东道国资源集聚能力高于(低于)来源国时,品牌跨国慈善行为对来源国消费者产生消极(积极)的差序公正感知,进而产生消极(积极)的消费者品牌评价。为了改善品牌跨国慈善行为对来源国消费者的影响,品牌商应选择恰当的捐赠框架策略。当东道国资源集聚能力较高(低)时,品牌跨国慈善宜采取上限(下限)捐赠策略,以起到有限帮助(尽力帮助)的提示,从而提高来源国消费者对品牌评价。

As an important marketing strategy,cross-border philanthropy has become a widespread business practice for brands,and its scale and scope are still expanding.Against the cultural background of China’s differential mode of association,this paper compares the resource agglomeration ability of the host country and that of the home country,discusses the differential justice perception and the mechanism of brand evaluation caused by cross-border philanthropy behavior to consumers in the home country,and integrates the conflicting conclusions of moral attribute and economic attribute.Through four studies,it is found that in cross-border philanthropy,only when consumers in the home country perceive that their country is in a dominant position of resource agglomeration,can they have a positive perception of cross-border philanthropy,and vice versa.As the comparison of resource agglomeration ability between the host country and the home country is an important factor that affects home country consumers’perception of dominant position,when the resource agglomeration ability of the host country is higher(lower)than that of the home country,the cross-border philanthropy behavior will have a negative(positive)perception of differential justice to consumers in the home country,and then produce a negative(positive)brand evaluation of consumers.In order to improve the influence of cross-border philanthropy behavior on consumers in the home country,brand owners should choose appropriate donation framework strategy.When the resource agglomeration ability of the host country is high(low),the cross-border philanthropy should adopt the upper limit(lower limit)donation strategy to give limited help(at the maximum level),so as to improve consumers’evaluation of the brand in the home country.