Purpose

This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection (BNC) in the changing world.

Design/methodology/approach

Besides the study of the development and validation of the BNC construct, this paper conducts two studies that use eight global brands from different categories to test hypotheses.

Findings

Two empirical studies show that brand innovativeness and national traditions have positive effects on BNC. Furthermore, technological turbulence moderates the impact of brand innovativeness on BNC, and cultural change moderates the relationship between national traditions and BNC. Meanwhile, BNC is an important determinant of perceived brand globalness, and both BNC and perceived brand globalness positively influence brand competence, with the former exerting a stronger effect.

Practical implications

The findings highlight that in the changing world, the coexistence of brand innovation and cultural traditions through strategic management is essential for brand competence. They also provide guidelines for emerging global brands to incorporate nation-related cues and global signals in their brand positioning to reinforce brand competence.

Originality/value

This study contributes to understanding how brand innovation and cultural traditions create value for emerging global brands in a rapidly changing environment. It also provides implications regarding how BNC helps emerging market brands to go global, and it presents a new understanding that both nation-level brand status and perceived brand globalness are signals that convey brand competence.

中文翻译：

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在瞬息万变的环境中感知品牌全球性和品牌竞争力的双重动力：品牌-国家联系的作用

目的

本研究旨在调查品牌创新性和民族传统如何通过影响不断变化的世界中的品牌-国家联系 (BNC) 来影响感知品牌全球性和品牌竞争力。

设计/方法/途径

除了 BNC 结构的开发和验证研究外，本文还进行了两项研究，使用来自不同类别的八个全球品牌来检验假设。

发现

两项实证研究表明，品牌创新和民族传统对 BNC 有积极影响。此外，技术动荡缓和了品牌创新对 BNC 的影响，文化变革缓和了民族传统与 BNC 之间的关系。同时，BNC是感知品牌全球性的重要决定因素，BNC和感知品牌全球性均对品牌竞争力产生正向影响，且前者作用更强。

实际影响

调查结果强调，在不断变化的世界中，通过战略管理实现品牌创新与文化传统的共存对于品牌竞争力至关重要。它们还为新兴的全球品牌提供指南，以将与国家相关的线索和全球信号纳入其品牌定位，以增强品牌竞争力。

原创性/价值

本研究有助于了解品牌创新和文化传统如何在瞬息万变的环境中为新兴全球品牌创造价值。它还提供了关于 BNC 如何帮助新兴市场品牌走向全球的启示，并提出了一种新的理解，即国家级品牌地位和感知品牌全球性都是传达品牌竞争力的信号。