(Shall We Label the Brand as “Coming from Italy” or “Coming from Venice”? The City-of-Origin Effect on Brand Preference)
时间：2020年10月13日 上午 9:30-11:30
庞隽，中国人民大学商学院市场营销系副教授。主要研究方向为社会因素对消费行为的影响、感官营销、怀旧营销、跨文化消费心理和行为，其学术成果发表在Journal of Marketing，Journal of Consumer Psychology，营销科学学报，心理学报，管理评论等高影响因子的国内外营销专业杂志，并出版学术专著《你为什么花钱？——消费心理新洞察》。担任《营销科学学报》编委和中国高校市场学研究会博士生工作指导委员会成员。主持国家自然科学基金面上项目、国家自然科学基金青年项目及中国人民大学科学研究基金面上项目。
Inglobal markets,firms often use a brand’s geographical origin to communicate brand value and they can do so by associating the brand with its country or city of origin. This research proposes a city-of-origin effect such that associating a brand with its city rather than country of origin leads to higher brand preference. Results from nine studies provide convergent evidencefor this effect. We show that city-of-origin (vs. country-of-origin) association increases brand preference through the sequential mediating process of imagery vividness and brand authenticity. This effect would be mitigated in situations where vivid imagery of the brand with city-of-origin associations was hampered (such as where consumers lacked product knowledge or cognitive resources to do so), or where the mental imagery process of the brand with country-of-origin associations was boosted (such as where consumers engaged in product customization). In addition, we explore the downside of city-of-origin associations by showing that negative publicity decreased brand preference to a lager extent when the brand was associated with its city of origin rather than country of origin.