摘要
在中国市场上,诸多国产品牌尝试实施全球消费者文化定位战略以迎合消费者需求,但少有研究剖析该定位战略的消费者态度。鉴于此,本文以融入全球元素的中国品牌为研究客体,把消费者世界主义引入全球消费者文化定位战略研究。实证分析表明,消费者世界主义正向影响消费者对全球消费者文化定位的偏好,其中介机制为全球神话追求。进一步地,结合中国社会独特的行为规范,本文引入调节聚焦理论,探究预防聚焦和促进聚焦在中介机制中的差异化调节效应。有调节的中介分析表明,预防聚焦负向调节全球神话追求对全球消费者文化定位偏好的影响效应,而促进聚焦在中介机制中不产生调节效应。总体上,本文深化了全球消费者文化定位战略的消费者态度研究,拓展了基于文化内部视角对调节聚焦理论的理解。
In the Chinese market, with the profound influence of global consumer culture, more and more companies try to associate their brands with globally accepted languages, aesthetic styles, and story themes. In academics, in responding to this new trend, Alden, et al.(1999) propose a new branding strategy of global consumer culture positioning (GCCP), which is defined as the strategy that associates brands with a given global culture. Following their classic research, scholars tend to reveal why consumers prefer GCCP and how to develop GCCP. Our comprehensive review of relevant extant literature regarding GCCP demonstrates two important gaps that warrant further investigations. First, although some studies try to relate a series of consumers, dispositions with attitudes toward GCCP, they rarely engage in conceptual discussions about why such dispositions are predictive of positive responses toward such positioning strategy. The mechanism of why consumers, dispositions can drive preference for GCCP still remain unknown. Second, although numerous Chinese companies try to develop GCCP for their brands in responding to the needs of domestic consumers, few studies have specially taken Chinese brands as research objects and investigated Chinese consumers? attitudes toward them. Due to a negative country of origin and a lack of self-confidence in the past, associating Chinese brands with global associations had been regarded as bu lun bu lei. Based on these two gaps, drawing on global bran ding literature, the authors construct a mediation model in which consumer cosmopolitanism drives consumers' attitudes toward GCCP through urging their pursuit for global myth. In addition, prevention focus and promotion focus, which derive from the regulatory focus theory, are tested as moderators. The empirical results reveal that consumer cosmopolitanism indeed positively influences consumers, pursuit for global myth, through which drives their attitudes toward GCCP. Furthermore, prevention focus and promotion focus exert differential m
作者
黄海洋
何佳讯
朱良杰
Huang Haiyang;He Jiaxun;Zhu Liangjie(School of Economics & Management, Wuyi University, Jiangmen 529020, China;Faculty of Economics and Management, East China Normal University, Shanghai 200241, China;Institute for Nation (al) Branding Strategy,East China Normal University,Shanghai 200241, China)
出处
《外国经济与管理》
CSSCI
北大核心
2019年第5期17-30,共14页
Foreign Economics & Management
基金
国家自然科学基金面上项目(71772066)
国家自然科学基金面上项目(71372177)
广东省哲学社会科学规划项目(GD18XGL58)
关键词
中国品牌
全球消费者文化定位
消费者世界主义
全球神话追求
调节聚焦理论
Chinese brands
global consumer culture positioning
consumer cosmopolitanism
pursuit for global myth
regulatory focus theory
