全球品牌混合定位战略有效性的影响机制研究

Research on the Influence Mechanism of the Effectiveness of Global Brand Hybrid Positioning Strategy

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.①Mechanism 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.②Effect 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.