孟繁怡,傅慧芬

• 1:对外经济贸易大学 国际商学院，北京 100029

摘要(Abstract)：

我国的一些消费品企业通过利用母国文化精粹打造品牌,已在海外市场取得喜人的成绩。然而,现有文献尚不能回答这些品牌成功的原因。本研究通过回顾消费者文化定位及品牌文化象征性相关文献,提炼了品牌外国文化象征性概念,并探索了其作用机制。对法国消费者的问卷调查显示,品牌外国文化象征性能正向影响消费者对品牌质量、声望、独特性利益、(全球公民)群体归属性利益的评价,且对感知独特性利益的直接作用最为突出;但品牌外国文化象征性对品牌态度的正向影响主要源于感知质量与声望的中介作用。此外,品牌来源国形象及消费者民族中心主义分别正向和负向调节着品牌外国文化象征性对品牌态度的整体作用。本研究的结论丰富了有关消费者文化定位及品牌文化象征性的文献,也为中国品牌国际化研究增添了一个新的视角。

关键词(KeyWords)： 外国消费者文化定位;品牌外国文化象征性;品牌利益;中国品牌

Abstract:

Keywords:

基金项目(Foundation):

作者(Author): 孟繁怡,傅慧芬

DOI: 10.16538/j.cnki.fem.2016.04.004

参考文献(References)：

• [1] 崔楠,王长征.象征性品牌形象的维度与测量[J].商业经济与管理,2010,(10):52-60.
  [2] 傅慧芬,孟繁怡,赖元薇.中国品牌实施外国消费者文化定位战略的成功机理研究[J].国际商务:对外经济贸易大学学报,2015,(4):110-122.
  [3] 何佳讯.中国品牌全球化:融合"中国元素"的品牌战略——"李宁"案例研究[J].华东师范大学学报(哲学社会科学版),2013,(4):118-124.
  [4] 王长征,周学春.象征型品牌的效应——从意义到忠诚[J].管理科学,2011,(4):41-53.
  [5] 王海忠,王晶雪,何云.品牌名、原产国、价格对感知质量与购买意向的暗示作用[J].南开管理评论,2007,(6):19-25.
  [6] 王海忠,赵平.品牌原产地效应及其市场策略建议——基于欧、美、日、中四地品牌形象调查分析[J].中国工业经济,2004,(1):78-86.
  [7] 温忠麟,侯杰泰,马什赫伯特.潜变量交互效应分析方法[J].心理科学进展,2003,(5):593-599.
  [8] 吴明隆.问卷统计分析实务——SPSS操作与应用[M].重庆:重庆大学出版社,2010.
  [9] 袁胜军,符国群.原产地形象对中国品牌国际化的启示[J].软科学,2012,(2):41-45.
  [10] Alden D L,Steenkamp J B E M,Batra R.Brand positioning through advertising in Asia,North America,and Europe:The role of global consumer culture[J].Journal of Marketing,1999,63(1):75-87.
  [11] Anderson J C,Gerbing D W.Structural equation modeling in practice:A review and recommended two-step approach[J].Psychological Bulletin,1988,103(3):411-423.
  [12] Bagozzi R P,Yi Y.On the evaluation of structural equation models[J].Journal of the Academy of Marketing Science,1988,16(1):74-94.
  [13] Batra R,Ramaswamy V,Alden D L,et al.Effects of brand local and nonlocal origin on consumer attitudes in developing countries[J].Journal of Consumers Psychology,2000,9(2):83-95.
  [14] Brewer M B.The social self:On being the same and different at the same time[J].Personality and Social Psychology Bulletin,1991,17(5):475-482.
  [15] Brewer M B,Gardner W.Who is this "We"? Levels of collective identity and self representations[J].Journal of Personality and Social Psychology,1996,71(1):83-93.
  [16] Carroll B A,Ahuvia A C.Some antecedents and outcomes of brand love[J].Marketing Letters,2006,17(2):79-89.
  [17] Chen X,Chiu C Y.Rural-urban differences in generation of Chinese and Western exemplary persons:The case of China[J].Asian Journal of Social Psychology,2010,13(1):9-18.
  [18] Cohen J.Statistical power analysis for the behavioral sciences[M].2nd ed.Hillsdale,NJ:Erlhaum,1988.
  [19] Fornell C,Larcker D F.Evaluating structural equation models with unobservable variables and measurement error[J].Journal of Marketing Research,1981,18(1):39-50.
  [20] Gammoh B S,Koh A C,Okoroafo S C.Consumer culture brand positioning strategies:An experimental investigation[J].Journal of Product & Brand Management,2011,20(1):48-57.
  [21] Ger G.Localizing in the global village:Local firms competing in global markets[J].California Management Review,1999,41(4):64-83.
  [22] Harman H H.Modern factor analysis[M].Chicago,IL:University of Chicago Press,1976.
  [23] Holt D B.How brands become icons:The principles of cultural branding[M].Cambridge,MA:Harvard Business School Press,2004.
  [24] Kumar N,Steenkamp J B E M.Brand breakout:How emerging market brands will go global[M].Basingstoke:Palgrave Macmillan,2013.
  [25] McCracken G.Culture and consumption:A theoretical account of the structure and movement of the cultural meaning of consumer goods[J].Journal of Consumer Research,1986,13(1):71-84.
  [26] Nijssen E J,Douglas S P.Consumer world-mindedness and attitudes toward product positioning in advertising:An examination of global versus foreign versus local positioning[J].Journal of International Marketing,2011,19(3):113-133.
  [27] Özsomer A.The interplay between global and local brands:A closer look at perceived brand globalness and local iconness[J].Journal of International Marketing,2012,20(2):72-95.
  [28] Schuiling I,Kapferer J N.Real differences between local and international brands:Strategic implications for international marketers[J].Journal of International Marketing,2004,12(4):97-112.
  [29] Sharma S,Shimp T A,Shin J.Consumer ethnocentrism:A test of antecedents and moderators[J].Journal of the Academy of Marketing Science,1995,23(1):26-37.
  [30] Spence A M.Market signaling:Informational transfer in hiring and related screening processes[M].Cambridge:Harvard University Press,1974.
  [31] Steenkamp J B E M,Batra R,Alden D L.How perceived brand globalness creates brand value[J].Journal of International Business Studies,2003,34(1):53-65.
  [32] Strizhakova Y,Coulter R A,Price L L.Branded products as a passport to global citizenship:Perspectives from developed and developing countries[J].Journal of International Marketing,2008,16(4):57-85.
  [33] Swoboda B,Pennemann K,Taube M.The effects of perceived brand globalness and perceived brand localness in China:Empirical evidence on Western,Asian,and domestic retailers[J].Journal of International Marketing,2012,20(4):72-95.
  [34] Verlegh P W J,Steenkamp J B E M.A review and meta-analysis of country-of-origin research[J].Journal of Economic Psychology,1999,20(5):521-546.
  [35] Westjohn S A,Singh N,Magnusson P.Responsiveness to global and local consumer culture positioning:A personality and collective identity perspective[J].Journal of International Marketing,2012,20(1):58-73.
  [36] Xie Y,Batra R,Peng S Q.An extended model of preference formation between global and local brands:The roles of identity expressiveness,trust,and affect[J].Journal of International Marketing,2015,23(1):50-71.