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9153在中国市场上，诸多国产品牌尝试实施全球消费者文化定位战略以迎合消费者需求，但少有研究剖析该定位战略的消费者态度。鉴于此，本文以融入全球元素的中国品牌为研究客体，把消费者世界主义引入全球消费者文化定位战略研究。实证分析表明，消费者世界主义正向影响消费者对全球消费者文化定位的偏好，其中介机制为全球神话追求。进一步地，结合中国社会独特的行为规范，本文引入调节聚焦理论，探究预防聚焦和促进聚焦在中介机制中的差异化调节效应。有调节的中介分析表明，预防聚焦负向调节全球神话追求对全球消费者文化定位偏好的影响效应，而促进聚焦在中介机制中不产生调节效应。总体上，本文深化了全球消费者文化定位战略的消费者态度研究，拓展了基于文化内部视角对调节聚焦理论的理解。
融入全球元素：中国品牌全球消费者文化定位战略的消费者态度研究
摘要
参考文献
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引用本文
黄海洋, 何佳讯, 朱良杰. 融入全球元素：中国品牌全球消费者文化定位战略的消费者态度研究[J]. 外国经济与管理, 2019, 41(5): 17-30.
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