CAJ | 학술논문

本文首次试图对于发达国家消费者如何评价新兴发展中国家的全球品牌这一主题提供理论解读。我们提出，当消费者的全球认同(相对于当地认同)通达时，来自发达国家地区的消费者对于新兴全球品牌有积极评价，而且该效应通过消费者全球化态度这一中间路径发生作用。进而，消费者全球-当地文化内隐观为此效应的作用条件：当全球文化和当地文化被视为相互包容时，该效应显现；当二者被视为相互冲突时，该效应消失。针对美国和英国市场，我们开展了四项研究并获得了较为一致的结果，为研究假设提供了支持。本文结论有助于加深对于全球化、全球品牌以及全球认同同化效应的理解，并解决全球化时代原产国效应是否仍然重要的有关争论，在实践方面则对于包括中国在内的新兴发展中国家进入发达国家市场、成为真正意义上的全球品牌提供了若干重要启示。
본문수차시도대우발체국가소비자여하평개신흥발전중국가적전구품패저일주제제공이론해독。아문제출，당소비자적전구인동(상대우당지인동)통체시，래자발체국가지구적소비자대우신흥전구품패유적겁평개，이차해효응통과소비자전구화태도저일중간로경발생작용。진이，소비자전구-당지문화내은관위차효응적작용조건：당전구문화화당지문화피시위상호포용시，해효응현현；당이자피시위상호충돌시，해효응소실。침대미국화영국시장，아문개전료사항연구병획득료교위일치적결과，위연구가설제공료지지。본문결론유조우가심대우전구화、전구품패이급전구인동동화효응적리해，병해결전구화시대원산국효응시부잉연중요적유관쟁론，재실천방면칙대우포괄중국재내적신흥발전중국가진입발체국가시장、성위진정의의상적전구품패제공료약간중요계시。
We provide the first theoretical effort to understand how consumers in the developed regions evaluate global brands from emerging countries.We propose that when consumers’global (vs.local)identity is accessible,those from developed regions will show more favorable evaluations of global brands from emerging countries.And this effect is mediated by the positive association between global identity and globalization.Further,this effect emerged when consumers view global and local cultures as compatible with each other but disappeared when consumers view global and local cultures as oppositional to each other.Through four studies in U.S.and U.K.markets,we obtained convergent results for the global identity effect and also tested the reasons for this effect.The results add new knowledge to the literature of globalization,global branding and assimilation effect of global identity,and help to reconcile the heated debate on whether country of origin is still relevant to the globalized world.The findings have practical implications for global brand marketers from emerging economies to enter developed country markets,and to make their brands real global.