...
  • 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Journal of Product & Brand Management >Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness
【24h】

Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness

机译：高科技产品的定位策略：跨文化调节效果对民族中心主义和文化开放性

获取原文
获取原文并翻译 | 示例
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Purpose This study aims to extend current research efforts by utilizing the institutional theory to propose cross-cultural-based asymmetrical moderating effects of ethnocentrism and cultural openness on the effectiveness of global, foreign and local consumer culture brand positioning strategies of high-tech products.Design/methodology/approach This study used an experimental design in the USA (developed country) and India (developing country). Print advertisements across the two countries were used to explore the proposed moderating effects of ethnocentrism and cultural openness on consumer brand evaluations of a high-tech product under the three different consumer culture brand positioning strategies.Findings Overall, this study provided empirical evidence in support of the proposed cross-cultural asymmetrical effects. The study findings indicate that consumer ethnocentrism seems to be more important in influencing a subject's brand evaluations across the positioning strategies in a developed country like the USA, while consumer cultural openness will be more important in influencing a subject's brand evaluations across the positioning strategies in a developing country like India.Originality/value Despite existing research efforts on the potential benefits of positioning brands using global, foreign or local consumer cultures, there is a lack of empirical evidence regarding the effectiveness of these positioning strategies across different cultures. Theoretically, this research draws on the institutional theory to investigate the asymmetrical cross-cultural moderating effects of ethnocentrism and cultural openness on the effectiveness of the three-consumer culture brand positioning strategies. Managerially, this study provides empirically based suggestions for brand managers attempting to position their brands with different segments of consumers while highlighting the importance of cultural differences between developed and developing markets.
机译：目的本研究旨在利用制度理论来扩大当前的研究努力，提出基于跨文化的不对称调节效果，提出了对高科技产品的全球，外国和地方消费者文化品牌定位策略的有效性的跨文化的不对称调节效应。设计/方法/方法本研究使用了美国（发达国家）和印度（发展中国家）的实验设计。两国印刷广告用于探索民族中心主义和文化开放对消费者品牌评估的建议的培养效果，以消费者品牌评估在三种不同的消费者文化品牌定位策略下的高科技产品。整体上，这项研究提供了支持的经验证据提出的跨文化不对称效应。研究结果表明，消费者的畜生教似乎在影响美国的发达国家的定位策略中影响受试者的品牌评估似乎更为重要，而消费者文化开放将更加重要，在影响到某一的定位策略中的受试者的品牌评估。像印度这样的发展中国家。尽管使用全球，外国或地方消费者文化的定位品牌的潜在利益存在研究努力，但缺乏关于这些定位策略在不同文化中的有效性的经验证据。从理论上讲，这项研究涉及制度理论，探讨了民族中心主义与文化开放对三消费者文化品牌定位策略的有效性的不对称跨文化调节效应。管理层，本研究为品牌管理人员提供了对试图将其品牌定位与消费者的不同部分的品牌管理人员的建议，同时突出了发达国家和发展市场之间的文化差异的重要性。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号