全球化市场中消费者双重身份认同与品名定位  

Dual Consumer Cultural Identities in Globalizing Markets and their Impacts on Brand Name Positioning

作　　者：郝佳[1] 周懿瑾[2] 

机构地区：[1]广东外语外贸大学国际商务英语学院,广东广州510420 [2]中山大学传播与设计学院,广东广州510275

出　　处：《国际经贸探索》2010年第9期66-71,共6页International Economics and Trade Research

基　　金：国家自然科学基金项目(70972077);广东省自然科学基金项目(9451064101004095)

摘　　要：文化暗示性品名是指语义中含有表达品牌文化类别的品牌名称。在全球化市场中,消费者长期暴露在多元文化环境中,逐渐形成了全球化和本土化的双重文化身份。不同的消费情境激活特定的文化身份,从而影响到消费者对暗示性品名的评价。文章通过对品名数据库的内容分析和两个心理学实验,证明了消费者对文化暗示性品名具有认知显著性,并且可接近性文化身份会直接影响消费者对文化暗示性品牌的评价。本研究的发现对全球化市场中的品牌定位提供了新的管理视角。Cultural Suggestive Brand Name （CSBN） refers to brand name that contains verbal meanings that suggest a brand＇ s cultural category. In the globalizing market, consumers are exposed in the multicultural environment so long that they gradually develop dual cultural identities - global identity and local identity. Different consumption environment will activate specific cultural identity, and thus influence the consumer＇ s evaluation on CSBNs. Through the content analysis of brand name database and two psychological experiments, this paper testifies consumer＇ s cognitive significance on CSBN, and concludes that the accessible cultural identity has its direct impact on consumer＇ s brand evaluation. The findings of this research provide a new management perspective to the brand positioning strategies in the globalizing market.

关 键 词：全球化市场 文化身份 文化暗示性品名 品牌定位 

分 类 号：F014.32[经济管理—政治经济学]