摘要
作为全球品牌化研究领域的基础构念,全球消费者文化已成为该领域研究的焦点,并衍生出感知品牌全球性和全球消费者文化定位两个构念,引领学界的研究方向。鉴于此,本文围绕全球消费者文化,从其理论根源、核心构念和研究主题等方面对全球品牌化相关研究进行了系统性回顾。特别地,本文还基于中国的经济和文化背景,结合目前的研究进展,分析了现有研究存在的主要问题,并在此基础上提出了新的研究机会。最后,围绕全球消费者文化,本文从研究取向、研究方法和研究背景三个方面提出了若干建议供未来的研究参考。
Under the background of the combination of globalization and anti-globalization,many Chinese brands try to go to the global market with the purpose of achieving brand breakout.Compared with Western developed markets, the Chinese market has a highly active digital environment and a cultural environment that are different from the West, which provides a new perspective for global branding research. However, previous studies mainly adopt the etic approach to conduct global branding research, which is reflected in the construction of cross-border universal research frameworks or research conclusions. This paper provides a systematic review of global branding research from theoretical roots, related core constructs, and research themes regarding global consumer culture.Particularly, based on China’s economic and cultural contexts and the current research progress, this paper adopts the emic approach to identify main under-researched problems and propose new research points.Firstly, based on previous studies, this paper reviews three theoretical foundations that underpin global consumer culture, namely, consumer culture theory, cultural globalization theory, and acculturation theory. The three theories outline the connotation, causes, and consumers’ differentiated attitudes of global consumer culture, respectively. However, these theories do not explicitly answer the cultural composition of global consumer culture. Therefore, on the basis of synthesizing three understandings regarding global consumer culture in academic circles, we redefine it as a collection of a series of cultural signs or cultural symbols originating from different countries that are jointly understood by specific consumer groups all over the world and can help them establish a sense of identity beyond local. Next, two related core constructs derived from global consumer culture are analyzed, namely, perceived brand globalness at the consumer cognitive level and global consumer culture positioning at the enterprise strategic level. The main problems of perceived brand globalness are reflected in conceptual confusion and inconsistent measurement. The main problems of global consumer culture positioning are reflected in the ignorance of the role of non-Western culture in the construction of this positioning.Secondly, this paper identifies three research themes regarding global consumer culture. The first is“influence of perceived brand globalness”, which is dedicated to explore the mechanism of how perceived brand globalness creates value. The second is “how to build a global consumer culture positioning”, which mainly analyzes the effectiveness of different marketing mixes in building this positioning. The third is “consumer attitudes towards global consumer culture positioning”, which mainly investigates how consumers’ psychological tendency, personality/values, and demographic variables affect their behavioral intentions of global consumer culture positioning. On the basis of reviewing these research themes, this paper takes China’s economic and cultural contexts into consideration and proposes new research questions.Finally, this paper provides three research guidelines for global consumer culture from research orientation, research methods, and research backgrounds. The main contributions are as follows: First, it adopts the emic approach to review and analyze global branding research. Second, it responds to Steenkamp(2020)’s call(the founder of global branding research), which proposes to conduct more research based on Chinese contexts. Specifically, it integrates Chinese contexts into this field and provides useful enlightenment for domestic scholars to carry out local-based global branding research.
作者
黄海洋
何佳讯
Huang Haiyang;He Jiaxun(School of Economics&Management,Wuyi University,Jiangmen 529020,China;Faculty of Economics and Management,East China Normal University,Shanghai 200062,China;Institute for Nation(al)Branding Strategy,East China Normal University,Shanghai 200062,China)
出处
《外国经济与管理》
CSSCI
北大核心
2022年第5期98-113,共16页
Foreign Economics & Management
基金
国家自然科学基金面上项目(72072059)
国家自然科学基金青年项目(72102167)
教育部人文社会科学研究项目(20YJC630045)
广东省哲学社会科学规划项目(GD18XGL58)。
关键词
全球消费者文化
中国情境
感知品牌全球性
全球消费者文化定位
逆全球化
global consumer culture
Chinese contexts
perceived brand globalness
global consumer culture positioning
anti-globalization
