杨海龙 郭国庆

摘 要：人地互动过程中地方所呈现出的品牌价值日益受到重视，是多学科交叉探索的重要方向。本文构建了以感知真实性和自我风土品牌联结为中介的地方依恋对风土品牌消费影响的关系模型。综合结构方程和模糊集定性比较分析，研究发现：地方依恋影响独特来源地企业品牌购买意愿的正向间接作用主要通过风土品牌感知真实性来实现;这一正向间接作用并未受到人地互动体验类型的影响，风土品牌感知真实性发挥了有效的“减震阀”作用，撬动了风土品牌消费的“挑遍全世界”。研究拓展了风土理论，从人地关系和真实性寻求视角为风土品牌以及区域风土产业的发展提供了新洞察。

关键词：地方依恋;风土品牌;独特来源地企业品牌;品牌真实性;自我品牌联结

中图分类号：F713.50 文献标识码：A 文章编号：1003-5192（2021）05-0017-08 doi：10.11847/fj.40.5.17

Abstract：The brand value presented by place in the process of human-place interaction has been paid more and more attention， which is an important direction of multi-disciplinary exploration. This paper constructs a relationship model of the influence of place attachment on the brand of the specific-origin firms， which is mediated by the perceived authenticity of territorial brand and the connection between self and territorial brand. The study finds that： first， the positive and indirect effects of place attachment on purchase intension of origin-specific firm brands are mainly realized through perceived authenticity of territorial brand; second， this positive and indirect effect is not affected by the type of human-place interaction experience， in which the perceived authenticity of territorial brand plays an effective “shock valve” role， and pushes the consumption of territorial brand “all over the world”. The conclusion expands the theoretical boundary of the relationship among place attachment， authenticity， and territorial brand， and has providing insights for the development of territorial brand and regional terroir industry.

Key words：place attachment; territorial brand; brand of origin-specific firms; brand authenticity; self-brand connection

1 引言

宁夏枸杞、阳澄湖大闸蟹、泰国香米……，2018中国餐桌消费潮流趋势报告把消费升级的关键词描述为“挑遍全世界”。消费者对形如“地名+产品名”的地方命名品牌“情有独钟”。有学者认为这种地方命名品牌的价值正隐藏于“风土”之中。风土可以被描述为“一种基于独特物理来源和共享文化人格的资源，这种资源将产品的利益塑造成有意义的价值主张，而对于缺乏特定来源的产品来说这种价值主张是不存在的”[1]。因此，地方命名品牌实质上是一种“风土品牌”[2]。伴随着现代化、全球化、人口流动性的不断提升，世界正变得同质化、扁平化和虚拟化。