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本土认同是理解全球品牌行为意向的关键构念,现有研究表明其负向影响消费者对全球品牌的评估。文章以融入中国元素的全球品牌为对象,从品牌本土象征价值的角度重新论证本土认同正向驱动全球品牌实现全球本土化战略成效的内在逻辑。研究表明,本土认同正向影响全球品牌行为意向,其中介机制为融入中国元素所带来的品牌本土象征价值。为验证中介机制的可靠性及其边界条件,文章分别从品牌层面和消费者层面引入尊重品牌遗产和全球认同两个调节变量。结果表明,品牌本土象征价值的中介效应主要体现在尊重品牌遗产低(有调节的中介)和全球认同低(有中介的调节)的情况下。文章的理论意义在于拓展了本土认同影响全球品牌行为意向的内在逻辑,并进一步深化了中国元素有效性的研究。
Abstract：Local identity is the key construct in understanding consumers' attitude towards global brands. The existing researches indicate a negative relationship between them. Taking global brands with Chinese elements as test objects,this study reveals a positive relationship. Empirical results show that local identity positively influences the preference for global brands through the local icon value of the brand. Furthermore,the positive effect occurs only when the perceived honoring brand heritage( moderated mediation) is low and for consumers with low global identity( mediated moderation). The theoretical contribution of this study lies in revealing a positive relationship between the local identity and attitude towards global brands and the further development of the related researches regarding the effectiveness of Chinese elements.
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基本信息:
DOI：10.14134/j.cnki.cn33-1336/f.2018.11.005
中图分类号:F273.2
引用信息:
[1]黄海洋,何佳讯,朱良杰.本土认同如何驱动全球品牌全球本土化战略的有效性?——调节与中介效应机制研究[J].商业经济与管理,2018,No.325(11):51-63.DOI:10.14134/j.cnki.cn33-1336/f.2018.11.005.
基金信息:
国家自然科学基金面上项目“品牌与国家的联结:数字化时代新兴市场跨国公司会及全球品牌生产的新战略研究”(71772066);国家自然科学基金面上项目“品牌价值观的结构与融合:中国跨国公司品牌价值增值机制及全球化定位战略研究”(71372177);国家自然科学基金面上项目“国家认同、国家品牌生产与‘中国制造’态度评价:重大活动的影响机制”(71072152)
2018-11-15
2018-11-15