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首页> 外文期刊>Journal of marketing research >Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set
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Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set

机译：定位跨国品牌：文化价值和竞争格局变化的影响

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Building on cultural values research, the authors identify specific image attributes on whichmulticountry brands should position themselves consistently acrossmarkets. Leveraging prior research, they identify three life values that are most equal (benevolence, universalism, and self-direction) and two that are least equal (power and hedonism) in cross-national importance. The authors link specific brand image attributes (e.g., friendly, social, elite style, arrogant) to these life values through empirical data and semantic analysis. Using an extensive field data set on consumer perceptions and preferences from 22 countries regarding more than 1,700 brands, the authors then show that greater global consistency of a brand's image decreases overall brand attitudes if the specific image attribute is one that is not equally desired worldwide. They also find that the attitudinal impact of a multicountry brand's positioning consistency on commonly valued image attributes is greater when the set of competitors the brand faces across its markets is more homogeneous. The authors discuss implications for global brand management theory and practice.
机译：基于文化价值研究，作者确定了特定的图像属性，跨国品牌应该在这些图像属性上跨市场保持一致。利用先前的研究，他们确定了在跨国重要性上三个最平等的人生价值（仁慈，普遍主义和自我指导）和两个最不平等的人生价值（权力和享乐主义）。作者通过经验数据和语义分析将特定的品牌形象属性（例如友好，社交，精英风格，傲慢）链接到这些生活价值。作者使用来自22个国家/地区的有关1,700多个品牌的消费者感知和偏好的广泛现场数据集，然后表明，如果特定的图像属性在全球范围内并非同样理想，则品牌图像的更高的全球一致性会降低整体品牌态度。他们还发现，当品牌在整个市场中所面对的竞争者群体更加同质时，多国品牌的定位一致性对通常有价值的图像属性的态度影响就更大。作者讨论了对全球品牌管理理论和实践的启示。

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