国外品牌在中国的转化研究:基于合理性理论

以往品牌研究大都注重经济导向层面,却忽略了品牌成败所受到规范、规制和文化等非经济因素影响,从而无法系统解释这些品牌成败的原因。本文从制度理论中的合理性理论出发,通过内容分析和深度访谈,全面剖析国际品牌在中国成功转化所需的品牌战略和合理性,采用调研数据的结构方程模型方法验证国外品牌的中国转化过程,即通过提高品牌合理性来提升品牌绩效(品牌资产)。这一结论有助于国外品牌在中国的成功转化,也对中国民族品牌国际化提供了新的视角和重要的借鉴作用。

The Transformation of Foreign Brands in China:Based on Legitimacy Theory

The extant research on international brand localization is limited in the economic orientation and silent on non-economic factors in regulative, normative, and cultural levels. Therefore, with in-depth interview, case study, this study, from the novel perspective (legitimacy theory from institutional theory), deeply analyzes the transformation progress of famous international brands by improving the legitimacy in Such man's Legitimacy Theory. This study proposes that two brand legitimacy strategies play imp...