全球消费导向对消费者全球品牌态度的作用及路径研究

Global Consumption Orientation and Consumer Attitude toward Global Brands:Direct Influences and Underlying Processes

本文以消费文化理论和社会认同理论为基础,探讨了在发展中国家,全球消费导向如何影响对于来自发达国家和发展中国家全球品牌的态度。结果表明,全球消费导向能够正面影响对发达国家全球品牌的态度,而且全球认同和民族中心主义在其中发挥互补性中介作用。研究结果证明了全球化背景下消费心理对于品牌态度产生重要影响,从这一角度为发展中国家消费者对发达国家全球品牌的偏好提供了新的解释,并为中国企业建设全球品牌提出了建议。

On the basis of consumer culture theory and social identity theory, this paper explored the influences of global consumption orientations upon the attitude of consumers from emerging markets toward global brands from developed versus developing countries through two studies. Study 1 showed that global consumption orientation had a positive impact and this effect was mediated by consumer global identity. Study 2 showed the consumer ethnocentrism was another media- tor and the model with dual mediators was better than two models with single mediator. The results provided alternative ex- planation to consumers＇ preference for global brands of developed origin, gave evidence to the critical role of consumers＇ globalization- related psychological properties in their evaluations companies to build global brands were finally discussed of global brands. Managerial implications for Chinese