品牌本土化进程中的文化混搭形式对消费者感知的影响  

The Impact of Cultural Mixture Forms on Consumer Perceptions in the Process of Brand Localization

作　　者：寇紫遐[1] 张静怡 KOU Zi-xia;ZHANG Jing-yi

机构地区：[1]西安外国语大学新闻与传播学院

出　　处：《新闻知识》2024年第2期58-64,95,共8页News Research

摘　　要：国际品牌在进入东道国市场时,常会采取文化混搭手段,以赢得目标人群积极的品牌态度。但不当的文化混搭可能会对品牌产生难以预计的负面影响。本研究根据代表性品牌的文化混搭实践,从文化符号的象征等三方面测试消费者的文化入侵感知和创新感知。研究结果显示:使用象征符号更易引发消费者的文化入侵感知,其中象征性空间占用带来的文化入侵感知最高、创新感知最低;混搭双方兼容度高时,对消费者的文化入侵感知没有显著影响,对创新感知呈正向影响;同品类之间的混搭对消费者的文化入侵感知和创新感知有统计意义上的显著影响,但在该实验对照组中对比可知其对消费者感知的影响作用有限。International brands often adopt cultural mixture methods to win the positive brand attitude of the target population.Based on the cultural mixture practices of some representative brands,this study discusses consumers'perceptions of cultural invasion and innovation of brand cultural mixture from three aspects,such as the symbolism of cultural symbols.It finds that the use of symbolic symbols is more likely to trigger consumers'perceptions of cultural invasion;the compatibility of both sides of the mixture are positively related to consumers'perceptions of innovation while cultural mixture between the same category has a limited impact.

关 键 词：品牌本土化 文化混搭 消费者感知 

分 类 号：G206[文化科学—传播学]