Glocalization,hybridization,and the converging brand designs of foreign and local brands: The two branding strategies in pre-1949 China.
详细信息
文摘
Using content analysis and the historical comparative method,the present study applies Hybridity Theory HT) to explore the process and possible results of the interaction between glocalization strategy and the induced local business responses in cross-cultural marketing. This study employs content analysis and historical comparison method to analyze brand pictures published in pre-1949 China. Study results show that all three hypotheses are supported,indicating that foreign brands localization strategy would. induce responses from local companies,which eventually would hybridize the designs of both foreign and local brands. The study shows that dynamic features of applying branding strategies in cross-cultural contexts. In addition,this study illustrates academic as well as practical implications. This study depicts how content analysis and historical comparison method can be used to find the hidden meanings and shifting patterns of marketing or branding strategies across cultures. The study also demonstrates that historical marketing strategies may still be employed to address current marketing issues.