消费者全球认同与全球品牌态度——针对发展中国家的研究

Global Identity and Attitude toward Global Brands:Evidence from a Developing Country

全球化使消费者在当地认同之外形成了全球认同。组合当地认同和全球认同,可形成四种类型的消费者:双认同者、全球认同者、当地认同者和社会疏离者。针对中国消费者的调查显示,对于来自发达国家的全球品牌,前两类消费者有正面评价,表明全球认同是推动消费者偏好发达国家品牌的主要动因;双认同者的评价高于全球认同者,说明全球认同与当地认同属于独立概念,可以共存甚至强化;当地认同者和社会疏离者对全球品牌无明显态度。此外,消费民族中心主义对于发达国家品牌态度有负向影响,但对于双认同者不起作用,显示认同是消费民族中心主义的调节变量。最后,文章探讨了全球认同对中、外企业国际市场细分和定位策略的管理启示。

Consumers develop global identity with the process of globalization in addition to local identity.Combining global and local identities,four categories of consumers were formed： bi-identifiers,global identifiers,local identifiers and social alienators.A survey of Chinese consumers showed consumers high on global identity held more positive attitude towards global brands from developed countries.Moreover,bi-identifiers showed most positive evaluation,signifying that global and local identities are independent even reinforcing concepts.Local identifiers and social alienators had ne strongly held attitude.Ethnocentrism had a negative effect,but this effect disappeared for bi-identifiers,implying that consumer identity moderates the effect of ethnocentrism.Theoretical contributions and managerial implications about segmentation and positioning strategies of global companies were discussed finally.