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Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands
International Marketing Review ( IF 5.774 ) Pub Date : 2022-04-05 , DOI: 10.1108/imr-08-2021-0260
Ruiyang Hong 1 , Zhe Zhang 2 , Chun Zhang 3 , Zuohao Hu 4
Affiliation  

Purpose

The purpose of this study is to investigate hybrid brand positioning strategies for emerging market brands based on two positioning elements: brand country-of-origin (COO) and brand globalness.

Design/methodology/approach

Researchers conducted two studies. In Study 1, a survey of 128 brand managers of emerging market brands were used to examine whether asymmetric positioning strategies improve brand preference more than symmetric strategies, and if so, which type of asymmetric strategies improves brand preference more. In Study 2, a consumer experiment in the USA was conducted to identify the positioning strategy for emerging market brands that improve brand preference the most.

Findings

For emerging market brands, at any given value of COO or global elements, asymmetric strategies outperform symmetric strategies in terms of brand preference. On average, the best hybrid positioning strategy is the one that highlights brand COO and de-emphasizes brand globalness.

Originality/value

A large body of branding literature examines COO and globalness separately without considering their co-presence in the same brand positioning strategy. Few studies that examine the joint influence of brand COO and globalness focus on established brands from developed markets and do not examine whether highlighting both brand COO and global elements equally is an effective positioning strategy for emerging market brands. This study introduces a framework to systematically examine the various combinations of COO and global elements in a brand’s positioning strategies for emerging market brands. By conducting two studies, the authors empirically test the influence of various combinations of COO and global elements on brand preference for emerging market brands from both firm and consumer perspectives.



中文翻译:

品牌全球性与品牌原产国兼容吗?新兴市场品牌混合品牌定位策略研究

目的

本研究的目的是调查基于两个定位要素的新兴市场品牌的混合品牌定位策略:品牌原产国 (COO) 和品牌全球性。

设计/方法/途径

研究人员进行了两项研究。在研究 1 中,对 128 名新兴市场品牌的品牌经理进行了调查,以检验不对称定位策略是否比对称策略更能提高品牌偏好,如果是,哪种类型的不对称策略更能提高品牌偏好。在研究 2 中,在美国进行了一项消费者实验,以确定最能提高品牌偏好的新兴市场品牌的定位策略。

发现

对于新兴市场品牌,在 COO 或全球元素的任何给定值下,非对称策略在品牌偏好方面优于对称策略。平均而言,最好的混合定位策略是强调品牌 COO 而不再强调品牌全球性的策略。

原创性/价值

大量品牌文献分别考察了首席运营官和全球性,而没有考虑它们在同一品牌定位策略中的共存。很少有研究关注品牌 COO 和全球性的共同影响,重点关注发达市场的成熟品牌,而不考察同时强调品牌 COO 和全球性元素是否是新兴市场品牌的有效定位策略。本研究引入了一个框架来系统地检查 COO 和全球元素在新兴市场品牌定位策略中的各种组合。通过开展两项研究,作者从企业和消费者的角度实证检验了 COO 和全球元素的各种组合对新兴市场品牌的品牌偏好的影响。

更新日期:2022-04-05
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