自己人%26外人%3a谁应捐赠的更多%3f消费者对国内外品牌慈善捐赠期望对比的研究.pdf

自己人 外人：谁应捐赠的更多？ 消费者对国内外品牌慈善捐赠期望对比研究 王新刚 1 周元元 2 周南 3 （1，中南财经政法大学工商管理学院；2 ，华中科技大学管理学院； 3，香港城市大学商学院 武汉大学经济与管理学院） 摘 要：以消费者对国内外品牌慈善捐赠期望对比研究为主线，从品牌来源 国、品牌关系规范和捐赠行为方式三个方面展开讨论。通过三个实验的研究，在 消费者视国内/外品牌为内/外团体成员的基础上，发现与国内/外品牌相比，交易 /共享关系规范下的消费者，对国外/ 内品牌的慈善捐赠期望将更高。并且与交易/ 共享关系规范下的消费者相比，共享/交易关系规范下的消费者，对品牌捐赠时 间/金钱的期望更高。研究结论不仅丰富品牌慈善捐赠，拓展品牌关系方面的理 论；而且还将对企业在国际市场上不同国家的慈善捐赠行为有现实的指导意义。 关键词：品牌来源国；交易关系；共享关系；捐时间 In-group out-group: Who should Donate More ? Contrast Research of Consumers’ Expectation about Domestic and Foreign Brands Charitable Giving 1 2 3 Wang Xin-gang Zhou Yuan-yuan Zhou Nan （1, Zhong Nan University of Economics and Law School of Business Administration; 2, Hua Zhong University of Science and Technology Management School; 3, Department of Marketing, City University of Hong Kong; Economic and Management School of Wuhan university ） Abstract: Taken contrast research of consumers’ expectation about domestic and foreign brands charitable giving as the main line, from the three ways including country of brand origin、brand relationship norm and the ways of donation to discuss. By the study of three experiments, based on consumer took domestic/foreign brands as in/out-group members, we found that compared to domestic/foreign brands, consumers under exchange/communal relationship norm will have more expectation for domestic/foreign brands charitable giving. And compared to consumers under exchange/communal relationship norm, consumers under communal/exchange relationship norm will have more expectation for giving time/money. The conclusions will not only rich brand charitable giving,