区域文化自信策略、品牌信任与东道国消费者接受——认知合理性视角

Place Cultural Confidence Strategy,Brand Trust and Host Country Consumers’ Acceptance:The Perspective of Cognitive Legitimacy

跨国经营的区域品牌往往因为贸易壁垒和文化距离难以走进东道国消费者心智(如,信任、接受)。本文基于认知合理性视角,提出并检验了区域文化自信策略(传承内化、创新扩散)影响东道国消费者区域品牌信任与接受的预测模型和情境条件。来自购买过外国区域品牌产品的932个有效样本实证检验结果显示,跨国经营的区域品牌可以通过实施区域文化自信策略获得东道国消费者的信任与接受。其中,通过持续共享、弘扬维护和熏陶内化实施区域文化的传承内化策略,通过组织学习、文化塑造和潮流引领实施区域文化的创新扩散策略,都可以促进东道国消费者的区域品牌信任与接受。而相对于创新扩散策略,区域文化的传承内化策略对区域品牌信任具有更大的影响效能。此外,品牌产品类型与区域经济形态匹配性、区域文化距离的远近和方向,对区域文化自信策略影响区域品牌信任具有不同程度的调节效应。这些研究结论对于区域品牌基于文化自信开发国际化策略具有管理启示。

Transnational place brands often find it difficult to enter the minds of consumers in the host country( e.g.,trust and acceptance) due to trade barriers and cultural distance. Based on the perspective of cognitive legitimacy,this paper proposes and tests a predictive model and situational conditions that place cultural confidence strategies( inheritance internalization and innovation diffusion) affect trust and acceptance of place brands by consumers in the host country. Empirical results from 932 valid sample respondents who have purchased foreign place brands show that transnational place brands can promote trust and acceptance of consumers in the host country by implementing inheritance internalization strategy and innovation diffusion strategy. Among them,the implementation of inheritance internalization strategy through continuing to share,advocating and maintaining,and edifying internalization,and the implementation of innovation diffusion strategy through organizational learning,culture creating,and trend leading,can promote trust and acceptance of place brand by consumers in the host country. Compared with the innovation diffusion strategy,the inheritance internalization strategy of place culture has a stronger impact on place brand trust. In addition,the matching between brand product type and regional economic pattern,and place cultural distance( magnitude and direction) have different moderating effects on the influence of place cultural confidence strategies on the place brand trust of consumers in host country. These research conclusions may provide some managerial implications for transnational place brands to develop internationalization strategies based on cultural confidence.