全球品牌混合定位战略有效性的影响机制研究
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摘要
以融入中国元素的全球品牌作为研究对象,从品牌本土象征价值和尊重品牌遗产两个角度出发,引入信息处理流畅性作为中介变量,剖析全球品牌混合定位战略的有效性。实证研究表明,(1)影响机制差异:品牌本土象征价值既通过信息处理流畅性影响品牌信任和品牌情感,又直接对其产生影响。尊重品牌遗产只通过信息处理流畅性间接对其产生影响;(2)效应对比差异:相对品牌信任而言,品牌本土象征价值会对品牌情感产生更大的影响效应,而尊重品牌遗产则等同地影响两者。
The current research takes localized global brands with Chinese elements as study objects and attempts to analyze the effectiveness of hybrid positioning strategy from two perspectives of brand local icon value and honoring brand heritage.Particularly,the authors introduce processing fluency as a mediating variable.Empirical results show as follows.(1) Mechanism Difference:brand local icon value not only positively affects brand trust and brand affect directly,but also through processing indirectly;however,honoring brand heritage can only take effect through processing fluency indirectly.(2)Effect Difference:the total effect of brand local icon value on brand affect is greater than on brand trust,whereas honoring brand heritage affects them equally.
The current research takes localized global brands with Chinese elements as study objects and attempts to analyze the effectiveness of hybrid positioning strategy from two perspectives of brand local icon value and honoring brand heritage.Particularly,the authors introduce processing fluency as a mediating variable.Empirical results show as follows.(1) Mechanism Difference:brand local icon value not only positively affects brand trust and brand affect directly,but also through processing indirectly;however,honoring brand heritage can only take effect through processing fluency indirectly.(2)Effect Difference:the total effect of brand local icon value on brand affect is greater than on brand trust,whereas honoring brand heritage affects them equally.
引文
[1]何佳讯.全球品牌化研究回顾:构念、脉络与进展[J].营销科学学报,2013,9(4):1-19.
[2]黄海洋,何佳讯.真实性偏好如何影响全球品牌中国元素产品的购买可能性?[J].北京工商大学学报:社会科学版,2016,31(5):39-49.
[3]HE J X,WANG C L.How Global Brands Incorporating Local Cultural Elements Increase Consumer Purchase Likelihood:An Empirical Study in China[J].International Marketing Review,2017,34(4):463-479.
[4]SPIGGLE S,NGUYEN H T,CARAVELLA M.More than Fit:Brand Extension Authenticity[J].Journal of Marketing Research,2012,49(6):967-983.
[5]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.
[6]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):5-87.
[7]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.
[8]AKAKA M A,ALDEN D L.Global Brand Positioning Perceptions:International Advertising and Global Consumer Culture[J].International Journal of Advertising,2010,29(1):37-56.
[9]SUNDAR A,NOSEWORTHY T J.Place the Logo High or Low?Using Conceptual Metaphors of Power in Packaging Design[J].Journal of Marketing,2014,78(5):138-149.
[10]CHAUDHURI A,HOLBROOK M B.The Chain of Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty[J].Journal of Marketing,2001,65(2):81-93.
[11]ZSOMER 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.
[12]ALDEN D L,STEENKAMP J B E M,BATRA R.Consumer Attitudes toward Marketplace Globalization:Structure,Antecedents and Consequences[J].International Journal of Research in Marketing,2006,23(3):227-239.
[13]TU L,KHARE A,ZHANG Y.A Short 8-Item Scale for Measuring Consumers’Local-Global Identity[J].International Journal of Research in Marketing,2012,29(1):35-42.
[14]BATRA R,ZHANG Y C,AYDINOGLU N Z,et al.Positioning Multi-Country Brands:The Impact of Variation in Cultural Values and Competitive Set[J].Journal of Marketing Research,2017,54(6):914-931.
[15]KATES S M,GOH C.Brand Morphing-Implications for Advertising Theory and Practice[J].Journal of Advertising,2003,32(1):59-68.
[16]HUNG K H,LI S Y,BELK R W.Glocal Understandings:Female Readers’Perceptions of the New Woman in Chinese Advertising[J].Journal of International Business Studies,2007,38(6):1 034-1 051.
[17]RITZER G.Rethinking Globalization:Glocalization/Grobalization and Something/Nothing[J].Sociological Theory,2003,21(3):193-209.
[18]DOUGLAS S P,CRAIG C S.Convergence and Divergence:Developing a Semiglobal Marketing Strategy[J].Journal of International Marketing,2011,19(1):82-101.
[19]TORELLI C J,ZSOMER A,CARVALHO S W,et al.Brand Concepts as Representations of Human Values:Do Cultural Congruity and Compatibility between Values Matter[J].Journal of Marketing,2012,76(4):92-108.
[20]衡书鹏,周宗奎,孙丽君.视频游戏中的化身认同[J].心理科学进展,2017,25(9):1 565-1 578.
[21]BATRA R,AHUVIA A,BAGOZZI R P.Brand Love[J].Journal of Marketing,2012,76(3):1-16.
[22]HOLT D B,QUELCH J A,TAYLOR E L.How Global Brands Compete[J].Harvard Business Review,2004,82(9):68-75.
[23]卢正文.品牌塑造中嵌入中国元素对消费者反应的影响[J].企业经济,2017(11):10-18.
[24]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.
[25]TORELLI C J,AHLUWALIA R.Extending Culturally Symbolic Brands:A Blessing or a Curse?[J].Journal of Consumer Research,2012,38(5):933-947.
[26]LABROO A,LEE A Y.Between Two Brands:AGoal Fluency Account of Brand Evaluation[J].Journal of Marketing Research,2006,43(3):374-385.
[27]何佳讯,吴漪,谢润琦.中国元素是否有效:全球品牌全球本土化战略的消费者态度研究---基于刻板印象一致性视角[J].华东师范大学学报:哲学社会科学版,2014(5):131-145.
[28]STRIZHAKOVA Y,COULTER R A,PRICE L L.The Meanings of Branded Products:A Cross-National Scale Development and Meaning Assessment[J].International Journal of Research in Marketing,2008,25(2):82-93.
[29]DIMOFTE C V,JOHANSSON J K,BAGOZZI RP.Global Brands in the United States:How Consumer Ethnicity Mediates the Global Brand Effect[J].Journal of International Marketing,2010,18(3):81-106.
[30]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.
[31]BARON R M,KENNY D A.The Moderator-Mediator Variable Distinction in Social Psychological Research:Conceptual,Strategic and Statistical Considerations[J].Journal of Personality and Social Psychology,1986,51(6):1 173-1 182.
[32]STEENKAMP J B E M,BAUMGARTNER H.Assessing Measurement Invariance in Cross-National Consumer Research[J].Journal of Consumer Research,1998,25(1):78-107.
[33]CHEUNG G W,RENSVOLD R B.Evaluating Goodness-of-Fit Indexes for Testing Measurement Invariance[J].Structural Equation Modeling:AMultidisciplinary Journal,2002,9(2):233-255.
[34]EDWARDS J R,LAMBERT L S.Methods for Integrating Moderation and Mediation:A General Analytical Framework Using Moderated Path Analysis[J].Psychological Methods,2007,12(1):1-22.
[2]黄海洋,何佳讯.真实性偏好如何影响全球品牌中国元素产品的购买可能性?[J].北京工商大学学报:社会科学版,2016,31(5):39-49.
[3]HE J X,WANG C L.How Global Brands Incorporating Local Cultural Elements Increase Consumer Purchase Likelihood:An Empirical Study in China[J].International Marketing Review,2017,34(4):463-479.
[4]SPIGGLE S,NGUYEN H T,CARAVELLA M.More than Fit:Brand Extension Authenticity[J].Journal of Marketing Research,2012,49(6):967-983.
[5]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.
[6]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):5-87.
[7]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.
[8]AKAKA M A,ALDEN D L.Global Brand Positioning Perceptions:International Advertising and Global Consumer Culture[J].International Journal of Advertising,2010,29(1):37-56.
[9]SUNDAR A,NOSEWORTHY T J.Place the Logo High or Low?Using Conceptual Metaphors of Power in Packaging Design[J].Journal of Marketing,2014,78(5):138-149.
[10]CHAUDHURI A,HOLBROOK M B.The Chain of Effects from Brand Trust and Brand Affect to Brand Performance:The Role of Brand Loyalty[J].Journal of Marketing,2001,65(2):81-93.
[11]ZSOMER 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.
[12]ALDEN D L,STEENKAMP J B E M,BATRA R.Consumer Attitudes toward Marketplace Globalization:Structure,Antecedents and Consequences[J].International Journal of Research in Marketing,2006,23(3):227-239.
[13]TU L,KHARE A,ZHANG Y.A Short 8-Item Scale for Measuring Consumers’Local-Global Identity[J].International Journal of Research in Marketing,2012,29(1):35-42.
[14]BATRA R,ZHANG Y C,AYDINOGLU N Z,et al.Positioning Multi-Country Brands:The Impact of Variation in Cultural Values and Competitive Set[J].Journal of Marketing Research,2017,54(6):914-931.
[15]KATES S M,GOH C.Brand Morphing-Implications for Advertising Theory and Practice[J].Journal of Advertising,2003,32(1):59-68.
[16]HUNG K H,LI S Y,BELK R W.Glocal Understandings:Female Readers’Perceptions of the New Woman in Chinese Advertising[J].Journal of International Business Studies,2007,38(6):1 034-1 051.
[17]RITZER G.Rethinking Globalization:Glocalization/Grobalization and Something/Nothing[J].Sociological Theory,2003,21(3):193-209.
[18]DOUGLAS S P,CRAIG C S.Convergence and Divergence:Developing a Semiglobal Marketing Strategy[J].Journal of International Marketing,2011,19(1):82-101.
[19]TORELLI C J,ZSOMER A,CARVALHO S W,et al.Brand Concepts as Representations of Human Values:Do Cultural Congruity and Compatibility between Values Matter[J].Journal of Marketing,2012,76(4):92-108.
[20]衡书鹏,周宗奎,孙丽君.视频游戏中的化身认同[J].心理科学进展,2017,25(9):1 565-1 578.
[21]BATRA R,AHUVIA A,BAGOZZI R P.Brand Love[J].Journal of Marketing,2012,76(3):1-16.
[22]HOLT D B,QUELCH J A,TAYLOR E L.How Global Brands Compete[J].Harvard Business Review,2004,82(9):68-75.
[23]卢正文.品牌塑造中嵌入中国元素对消费者反应的影响[J].企业经济,2017(11):10-18.
[24]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.
[25]TORELLI C J,AHLUWALIA R.Extending Culturally Symbolic Brands:A Blessing or a Curse?[J].Journal of Consumer Research,2012,38(5):933-947.
[26]LABROO A,LEE A Y.Between Two Brands:AGoal Fluency Account of Brand Evaluation[J].Journal of Marketing Research,2006,43(3):374-385.
[27]何佳讯,吴漪,谢润琦.中国元素是否有效:全球品牌全球本土化战略的消费者态度研究---基于刻板印象一致性视角[J].华东师范大学学报:哲学社会科学版,2014(5):131-145.
[28]STRIZHAKOVA Y,COULTER R A,PRICE L L.The Meanings of Branded Products:A Cross-National Scale Development and Meaning Assessment[J].International Journal of Research in Marketing,2008,25(2):82-93.
[29]DIMOFTE C V,JOHANSSON J K,BAGOZZI RP.Global Brands in the United States:How Consumer Ethnicity Mediates the Global Brand Effect[J].Journal of International Marketing,2010,18(3):81-106.
[30]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.
[31]BARON R M,KENNY D A.The Moderator-Mediator Variable Distinction in Social Psychological Research:Conceptual,Strategic and Statistical Considerations[J].Journal of Personality and Social Psychology,1986,51(6):1 173-1 182.
[32]STEENKAMP J B E M,BAUMGARTNER H.Assessing Measurement Invariance in Cross-National Consumer Research[J].Journal of Consumer Research,1998,25(1):78-107.
[33]CHEUNG G W,RENSVOLD R B.Evaluating Goodness-of-Fit Indexes for Testing Measurement Invariance[J].Structural Equation Modeling:AMultidisciplinary Journal,2002,9(2):233-255.
[34]EDWARDS J R,LAMBERT L S.Methods for Integrating Moderation and Mediation:A General Analytical Framework Using Moderated Path Analysis[J].Psychological Methods,2007,12(1):1-22.