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13833跨国品牌的本土化实践中经常会出现文化混搭现象，了解消费者对文化混搭的反应及其内在心理机制，对于跨国品牌的本土化适应具有重要意义。然而，关于文化混搭现象的研究，近年来才受到学术界的重视，相关成果较少且缺乏一个系统的梳理，较难为跨国品牌的本土化实践提供全面的战略指引。本文对现有的文化混搭现象研究进行了回顾，系统梳理了文化混搭的表现形式与激活条件，整理并提炼了消费者对文化混搭现象的反应及其心理机制和边界条件，最后对现有研究进行了评析，并指出了未来研究的方向，以期为跨国品牌的本土化实践提供借鉴。
跨国品牌本土化适应中的文化混搭现象：研究回顾与展望
摘要
参考文献
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引用本文
熊莎莎, 汪涛, 赵鹏. 跨国品牌本土化适应中的文化混搭现象：研究回顾与展望[J]. 外国经济与管理, 2018, 40(7): 113-128.
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