The Coalescence Effect: How a Combination of Foreign and Local Appeals Enhances Customer Engagement Through Perceived Brand Globalness

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2022-10-08 DOI:10.1177/1069031X221134495
Miao Hu, Jie Chen, D. Alden, Qimei Chen
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引用次数: 1

Abstract

Prior research in international markets has yielded two seemly opposing views regarding customer engagement with local/domestic versus foreign-made brands: a preference for foreign brands based largely on country-of-origin effects or a preference for local/domestic brands based primarily on consumer ethnocentrism. In the present research, the authors contextualize the investigation across international markets and propose that, in two national markets with different cultural characteristics, a combination of local and foreign appeals leads to more favorable brand and product evaluations, compared with either local or foreign appeals alone, due to a heightened level of perceived brand globalness, a phenomenon called “the coalescence effect.” The authors report results from seven studies conducted in China and the United States and discuss ways to design branding strategies that enhance customer engagement in an era of intensified global competition.
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聚合效应:外国和本地吸引力的结合如何通过感知品牌全球化来提高客户参与度
先前对国际市场的研究得出了两种看似相反的观点,即消费者与本地/国内品牌的互动与外国品牌的互动:主要基于原产国效应的外国品牌偏好,或主要基于消费者民族中心主义的本地/国内品牌偏好。在本研究中,作者将国际市场的调查置于背景中,并提出,在两个具有不同文化特征的国家市场中,与单独的本地或外国吸引力相比,本地和外国吸引力的结合会导致更有利的品牌和产品评价,因为感知到的品牌全球化程度更高,这种现象被称为“聚合效应”。作者报告了在中国和美国进行的七项研究的结果,并讨论了在全球竞争加剧的时代设计品牌战略以提高客户参与度的方法。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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