摘要
以往对品牌来源国的研究多侧重于"术"(趋利避害的策略)的层面,而较少从"道"(来龙去脉的根本)的视角分析。基于此,围绕假洋品牌概念界定及其存在影响因素这一核心问题,采用扎根理论的方法展开探究。结合内部任务环境和外部制度环境,归纳出假洋品牌的存在受经济绩效、制度绩效、道德形象和文化认知四个维度的影响。研究发现,经济绩效对应实用层面的判断;制度绩效、道德形象及文化认知,分别从规制、规范和认知三个方面对应制度层面的判断。本研究结论不仅对品牌来源国相关理论做出了有益补充,还对国家品牌战略和高质量发展的落实执行提供了重要参考和指导。
In the process of enterprise globalization, there are two ways to deal with the brand country-of-origin image: foreign branding and local branding. Foreign branding mainly refers to the creation and publicity of the brand image in the local cultural background, making the local consumers feel that the brand appears to be foreign. Local branding refers to the brand marketing practice of foreign brands in the process of image building and propaganda, taking local thinking and local language in line with the characteristics of local culture, so that local consumers feel the brand looks national. The fake foreign brand is a popular term in marketing practice, the essence of which is the inconsistency of the brand country-of-origin image(implied country of origin is inconsistent with the actual country of origin). However, existing literature on country of origin has mainly discussed how a brand can make profit and avoid loss by using country-related image, while the cause and effect have been ignored. That is, it fails to define the concept of fake foreign brand and also fails to comprehensively and systematically interpret the influencing factors of its existence.Above those, focusing on the fake foreign brand concept and its influencing factors, this paper adopts the grounded theory and integrates the internal task environment with external institutional environment to conclude that the existence of fake foreign brands is affected by the four dimensions, namely, economic performance, institutional performance, moral image and cultural cognition, through data collection, theoretical sampling, open coding, spindle coding, selection coding, and saturation testing. The economic performance corresponds to practical legitimacy, institutional performance, moral image and cultural cognition respectively correspond to the regulation, norm and cognition of institutional legitimacy. The conclusion is a prelude to the academic research on fake foreign brands, highlighting the unique observation of consumer’s feelings and emo
作者
王新刚
龚宇
聂燕
Wang Xingang;Gong Yu;Nie Yan(School of Business Administration,Zhongnan University of Economics and Law;School of Economics and Management,Wuhan University)
出处
《南开管理评论》
CSSCI
北大核心
2019年第6期40-49,共10页
Nankai Business Review
基金
国家自然科学基金项目(71572193)
中南财经政法大学校级示范实践创新基地建设项目(201821003)资助
关键词
假洋品牌
经济绩效
制度绩效
道德形象
文化认知
Fake Foreign Brand
Economic Performance
Institution Performance
Moral Image
Cultural Cognition
