How Do Consumers from Developed Regions Evaluate Global Brands from Emerging Countries?
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 is strengthened when consumers view global and local cultures as compatible with each other and weakened when consumers view global and local cultures as oppositional to each other.Through four studies of student and non-student U.S.and U.K.samples,we obtained convergent results for the global identity effect and also tested the reasons for this effect.Our results help to reconcile the heated debate on whether country of origin is still relevant to the globalized world and have practical implications for global brand marketers from emerging economies.
XIAOLING GUO YINLONG ZHANG YINGYI HONG
University of International Business and Economics,China University of Texas at San Antonio,One UTSA Circle,San Antonio Nanyang Business School,Nanyang Technological University
国内会议
北京
英文
1-43
2013-08-16（万方平台首次上网日期，不代表论文的发表时间）