Abstract

This study investigated how consumers’ chief executive officer (CEO) recognition relates to brand sympathy. CEOs influence their own organizations and individual consumers’ perceptions. However, their influence on consumer behavior remains unclear. The first step of the consumer behavior change comes from CEO recognition and brand sympathy, which can be mediated by environmental, price, and functional product perceptions. In this study, 420 respondents from Japan and the United States participated in a questionnaire survey on digital devices. The direct effect of CEO recognition on brand sympathy was found only in the United States; an indirect effect through environmental product perception was confirmed in both countries.

摘要

本研究调查了消费者对首席执行官 (CEO) 的认可与品牌同情的关系。CEO 影响他们自己的组织和个人消费者的看法。然而，它们对消费者行为的影响仍不清楚。消费者行为改变的第一步来自对 CEO 的认可和品牌认同，这可以通过环境、价格和功能性产品感知来调节。在这项研究中，来自日本和美国的 420 名受访者参与了有关数字设备的问卷调查。仅在美国发现了 CEO 认可度对品牌共鸣的直接影响；在这两个国家都证实了通过环境产品感知产生的间接影响。