摘要
聚焦中国品牌在海外市场的“竞争性”与“合法性”的二元悖论问题,文章探讨了中国品牌国际化战略与海外品牌绩效的关系及其边界条件。通过三个实验回答了中国品牌在国际化过程中究竟应该“求同”还是“存异”的问题。研究结果表明:(1)品牌同构促进海外品牌绩效的增长具有“顶点效应”,即随着品牌同构水平的增加,海外品牌绩效呈先上升后下降的趋势;(2)品牌异质促进海外品牌绩效的增长具有“谷点效应”,即随着品牌异质水平的增加,海外品牌绩效呈先下降后上升的趋势;(3)品牌同构/异质对海外品牌绩效的影响通过合法性感知的机制来完成,合法性感知是品牌同构/异质促进海外品牌绩效的关键阈值点;(4)认知距离与合法性感知具有交互作用,认知距离越大,合法性感知对海外品牌绩效的中介作用越强。文章理清了“品牌同构”和“品牌异质”的悖论关系以及二者对品牌海外绩效的作用节点与边界条件,为中国企业的品牌国际化战略提供了理论指导和实践启发。
With the development of the world economy and the deepening of China’s opening up to the outside world,more and more Chinese companies are deepening the wave of international development and starting to figure out how to“take root”in the international market.In fact,Chinese brands face the dual pressure of“legitimacy”and“competitiveness”in overseas markets,i.e.,the pressure towards brand isomorphism in order to gain legitimacy in the host market and the pressure for uniqueness in order to resist the competitiveness of mainstream brands in the host country,and the nature and relative strength of such two driving forces change over time and space.The existing research considers the host market as a passive recipient of investment from a corporate perspective,and measures overseas performance mainly through financial indicators.However,brand internationalization is more consumer-oriented,which focuses more on issues such as consumer perceptions,attitudes,and behaviors.Moreover,the existing research fragments the internationalization process,ignoring the linkage effect and dynamic effect of brand internationalization.This study,following the Uppsala model,takes a consumer-centric and integrated perspective by investigating the role of brand isomorphism and brand heterogeneity on overseas brand performance and their mediating mechanisms as well as boundary conditions.Through three experimental studies,the results show that brand homogeneity firstly increases and then decreases overseas brand performance(i.e.,inverted U-shaped relationship),whereas brand heterogeneity firstly decreases and then increases overseas brand performance(i.e.,U-shaped relationship),which is mediated by consumers’legitimacy perceptions of Chinese brands.Particularly,the mediating effect of perceived legitimacy on overseas brand performance is stronger for consumers who hold a higher cognitive distance.This study explores the“apex effect”of brand isomorphism strategy and the“valley effect”of brand heterogeneity strategy on overseas brand performance.In addition,it clarifies the boundary conditions of legitimacy on overseas brand performance by exploring the interaction between cognitive distance and perceived legitimacy.
作者
谢佩洪
陈昌东
Xie Peihong;Chen Changdong(School of Management,Shanghai University of International Business and Economics,Shanghai 201620,China;College of Business,Shanghai University of Finance and Economics,Shanghai 200433,China)
出处
《上海财经大学学报（哲学社会科学版）》
CSSCI
北大核心
2022年第4期47-61,共15页
Journal of Shanghai University of Finance and Economics
基金
国家社会科学基金一般项目“中国企业国际化过程中非市场战略与市场战略互动及整合研究”(17BGL024)
关键词
品牌同构
品牌异质
海外品牌绩效
合法性感知
认知距离
brand isomorphism
brand heterogeneity
overseas brand performance
legitimacy perception
cognitive distance
作者简介
谢佩洪(1980—),男,河南驻马店人,上海对外经贸大学工商管理学院教授、博士生导师;通讯作者:陈昌东(1993—),男,重庆人,上海财经大学商学院博士研究生
