, 1, 2
10445 
13272In recent years, more and more well-known western multinational brands effort to adopt the host country’s cultural elements in the marketing and product design, such as Starbucks sells coffee and Chinese tea. Thus, two or more different cultural elements coexist in the same time and space, which has become a universal phenomenon in the adaptation of multinational brands’ localization, which is called " culture mixing”. Although culture mixing phenomenon has long existed, and has a certain importance for multinational brands and consumers in the host country, attention is not paid to the research on culture mixing phenomenon until recent ten years. The number is small and there is a lack of systematic sorting, making it difficult to provide comprehensive strategic guidance for the practice of multinational brands’ localization. Therefore, considering the importance of culture mixing in the practical and theoretical levels of transnational brands’ localization, this paper summarizes the research. First, this paper combs the manifestation and activation of culture mixing. The most famous one is from Peng（2013）, who divided the culture mixing into three forms, that is material domains, symbolic domains and scared domains. After that, Peng and Zhao（2015） extracted nine types, that is consent, analogize, switch, juxtapose, integrate, graft, transform, adhere and creolize. Since then, scholars have actively explored the manifestations of culture mixing from different perspectives. What is more, Joint Culture Activation is the activation condition for culture mixing. Second, this paper discusses the host country’s consumer response to culture mixing and corresponding psychological mechanism from the aspects of the near-end and far-end results. The near-end results are rejection and fusion, and the far-end results involve brand purchase intention and brand boycott behaviors. In addition, this paper discusses the psychological mechanisms that caused this reaction, that is cognition mechanisms （eg. cognitive fluency）, emotion mechanisms （eg. disgusting mood）, and symbolism mechanisms （eg. perceived cultural invasion/perceived cultural pollution）. Third, this paper discusses the boundary conditions of the host country’s consumer response to culture mixing. At the corporate and cultural levels, the boundary conditions mainly include the relationship between mixed cultures, comparative focus, framing strategies, mixing of advertising and brand origins. At the consumer level, the boundary conditions mainly include multicultural orientation, openness to experience, need for closure, cultural identity, cultural values, implicit prejudice, bicultural identity integration and other aspects. Finally, this paper evaluates the existing research and explores the future research direction to provide the corresponding reference for the local adaptation of multinational brands.
/ Journals / Foreign Economics & Management
Foreign Economics & Management
LiZengquan, Editor-in-Chief
ZhengChunrong, Vice Executive Editor-in-Chief
YinHuifang HeXiaogang LiuJianguo, Vice Editor-in-Chief
Culture Mixing in the Adaptation of Multinational Brands’ Localization: Review and Prospects
Foreign Economics & Management Vol. 40, Issue 07, pp. 113 - 128 (2018) DOI:10.16538/j.cnki.fem.2018.07.009
Summary
References
Summary
[1] Feng Wenting, Wu Xianjun, Peng Siqing. Bilateral effects of pro-China ads of multinational brands: A win-win or a trade-off situation?[J]. Journal of Marketing Science, 2011, 7(3): 8-24.
[2] He Jiaxun, Wu Yi, Xie Runqi. Do Chinese elements matter? Consumer evaluation on the localized adaption strategy for global brands from the perspective of stereotype consistency[J]. Journal of East China Normal University(Humanities and Social Sciences), 2014, 46(5): 131-145, 182.
[3] Li Xiao, Dang Yiwen. Research on influence of cultural mixing mode of product on consumers’ willingness to purchase: With perceived innovation and perceived intrusiveness as mediators[J]. Luojia Management Review, 2017, (3): 147-161.
[4] Peng Luluo. Understanding consumer attitudes to cultural mixing: A cultural domain perspective[D]. Ph.D. Dissertation, Peking University, 2013.
[5] Peng Luluo, Zhao Na. Intercultural interaction dynamics: Response types, influencing factors, psychological consequences and dynamic Processes[A]. Yang Yiyin. Chinese social psychological review(Vol.9)[C]. Beijing: Social Sciences Academic Press, 2015: 19-62.
[6] Peng Luluo, Zheng Xiaoying, Peng Siqing. The status quo of culture mixing research and its future directions[J]. Advances in Psychological Science, 2017, 25(7): 1240-1250.
[7] Wu Ying, Yang Yiyin, Chiu Chi-Yue. Exclusionary reactions to foreign cultures in globalization[J]. Advances in Psychological Science, 2014, 22(4): 721-730.
[8] Zheng Xiaoying, Peng Siqing. Consumers’ reactions to national or international advertising appeals[J]. Journal of Marketing Science, 2012, 8(1): 1-19.
[9] Benet-Martínez V, Leu J, Lee F, et al. Negotiating biculturalism: Cultural frame switching in biculturals with oppositional versus compatible cultural identities[J]. Journal of Cross-Cultural Psychology, 2002, 33(5): 492-516.
[10] Briley D A, Aaker J L. When does culture matter? Effects of personal knowledge on the correction of culture-based judgments[J]. Journal of Marketing Research, 2006, 43(3): 395-408.
[11] Chen X, Leung A K Y, Yang D Y J, et al. Cultural threats in culturally mixed encounters hamper creative performance for individuals with lower openness to experience[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1321-1334.
[12] Cheon B K, Christopoulos G I, Hong Y Y. Disgust associated with culture mixing: Why and who?[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1268-1285.
[13] Chiu C Y, Mallorie L, Keh H T, et al. Perceptions of culture in multicultural space: Joint presentation of images from two cultures increases in-group attribution of culture-typical characteristics[J]. Journal of Cross-Cultural Psychology, 2009, 40(2): 282-300.
[14] Cui G, Yang X Y, Wang H Z, et al. Culturally incongruent messages in international advertising[J]. International Journal of Advertising, 2012, 31(2): 355-376.
[15] Cui N, Xu L, Wang T, et al. How does framing strategy affect evaluation of culturally mixed products? The self–other asymmetry effect[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1307-1320.
[16] De Keersmaecker J, Van Assche J, Roets A. Need for closure effects on affective and cognitive responses to culture fusion[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1294-1306.
[17] Hao J, Li D M, Peng L L, et al. Advancing our understanding of culture mixing[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1257-1267.
[18] Harush R, Lisak A, Erez M. Extending the global acculturation model to untangle the culture mixing puzzle[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1395-1408.
[19] Keh H T, Torelli C J, Chiu C Y, et al. Integrative responses to culture mixing in brand name translations: The roles of product self-expressiveness and self-relevance of values among bicultural Chinese consumers[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1345-1360.
[20] Kwan L Y Y, Li D M. The exception effect: How shopping experiences with local status brands shapes reactions to culture-mixed products[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1373-1379.
[21] Li D M. Cultural politeness in international marketing[D]. Singapore: Nanyang Technological University, 2013.
[22] McCrae R R, Costa P T Jr. Conceptions and correlates of openness to experience[A]. Hogan R, Johnson J A, Briggs S R. Handbook of personality psychology[C]. San Diego, CA, US: Academic Press, 1997: 825-847.
[23] Mok A, Morris M W. Bicultural self-defense in consumer contexts: Self-protection motives are the basis for contrast versus assimilation to cultural cues[J]. Journal of Consumer Psychology, 2013, 23(2): 175-188.
[24] Morris M W, Mok A, Mor S. Cultural identity threat: The role of cultural identifications in moderating closure responses to foreign cultural inflow[J]. Journal of Social Issues, 2011, 67(4): 760-773.
[25] Morris M W, Chiu C Y, Liu Z. Polycultural psychology[J]. Annual Review of Psychology, 2015, 66(1): 631-659.
[26] Peng L L, Xie T. Making similarity versus difference comparison affects perceptions after bicultural exposure and consumer reactions to culturally mixed products[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1380-1394.
[27] Rozin P, Lowery L, Imada S, et al. The CAD triad hypothesis: A mapping between three moral emotions (contempt, anger, disgust) and three moral codes (community, autonomy, divinity)[J]. Journal of Personality and Social Psychology, 1999, 76(4): 574-586.
[28] Schwartz S H. Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries[J]. Advances in Experimental Social Psychology, 1992, 25: 1-65.
[29] Shi Y Y, Shi J, Luo Y L L, et al. Understanding exclusionary reactions toward a foreign culture: The influence of intrusive cultural mixing on implicit intergroup bias[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1335-1344.
[30] Steenkamp J B E, Geyskens I. How country characteristics affect the perceived value of web sites[J]. Journal of Marketing, 2006, 70(3): 136-150.
[31] Torelli C J, Chiu C Y, Tam K P, et al. Exclusionary reactions to foreign cultures: Effects of simultaneous exposure to cultures in globalized space[J]. Journal of Social Issues, 2011, 67(4): 716-742.
[32] Torelli C J, Ahluwalia R. Extending culturally symbolic brands: A blessing or a curse?[J]. Journal of Consumer Research, 2012, 38(5): 933-947.
[33] Torelli C J, Özsomer A, Carvalho S W, et al. Brand concepts as representations of human values: Do cultural congruity and compatibility between values matter?[J]. Journal of Marketing, 2012, 76(4): 92-108.
[34] Theodosiou M, Leonidou L C. Standardization versus adaptation of international marketing strategy: An integrative assessment of the empirical research[J]. International Business Review, 2003, 12(2): 141-171.
[35] Tong Y Y, Pun-Zee Hui P, Kwan L, et al. National feelings or rational dealings? The role of procedural priming on the perceptions of cross-border acquisitions[J]. Journal of Social Issues, 2011, 67(4): 743-759.
[36] Yang D Y J, Chen X, Xu J, et al. Cultural symbolism and spatial separation: Some ways to deactivate exclusionary responses to culture mixing[J]. Journal of Cross-Cultural Psychology, 2016, 47(10): 1286-1293.
[37] Zhou L X, Poon P, Wang H Z. Consumers’ reactions to global versus local advertising appeals: A test of culturally incongruent images in China[J]. Journal of Business Research, 2015, 68(3): 561-568.
Cite this article
Xiong Shasha, Wang Tao, Zhao Peng. Culture Mixing in the Adaptation of Multinational Brands’ Localization: Review and Prospects[J]. Foreign Economics & Management, 2018, 40(7): 113-128.
Export Citations as:
For
ISSUE COVER
RELATED ARTICLES
