跨国经营的品牌往往因为贸易壁垒和文化差异难以走进东道国消费者心智(如, 信任和购买)。本文基于文化认同视角, 提出了一个跨国品牌通过母国文化定位策略(身份化的和情感化的)促进东道国消费者品牌信任和购买意愿的预测模型。来自大样本数据的实证检验结果显示, 跨国经营的品牌可以借助其所蕴含的母国文化资源开发身份化定位和情感化定位策略来锚定东道国消费者心智, 促进东道国消费者的品牌信任和购买意愿。其中, 借助母国的地域特征和价值观念实施身份化定位和借助母国的文化符号、地域特征和价值观念实施情感化定位, 都可以促进东道国消费者的品牌信任。相对于情感化定位, 母国文化的身份化定位对东道国消费者的品牌信任具有更大的影响。而母国经济发展水平、品牌产品类型与母国经济形态匹配性等环境因素则对母国文化定位策略驱动东道国消费者的品牌信任具有不同程度的调节效应。这些结论对于跨国经营的品牌基于母国文化资源开发国际化定位策略具有管理启示。

Transnational brands often find it difficult to enter the mind of consumer in host country (e.g., trust and purchase) due to trade barriers and cultural differences. Based on the perspective of cultural identity, this paper proposes a prediction model for transnational brands to gain brand trust and purchase intention of consumers in host country through the cultural (identity and emotional) positioning strategy of home country. Empirical results from large sample data show that transnational brands can use cultural resources of home country to enter the mind of consumer in host country through identity positioning strategy and emotion positioning strategy, and drive the brand trust and purchase intention of consumers in host country. Among them, using the regional characteristics and values of the brand’s home country to implement identity positioning, and using the cultural symbols, regional characteristics and values of the brand’s home country to implement emotional positioning, can drive brand trust of consumers in host country. Compared with emotional positioning, the identity positioning of home culture has a greater impact on brand trust of consumers in host country. As environmental factors, the level of home country’s economic development and the matching of the brand product type and home country’s economic form, have different effects on brand trust of consumers in host country driven by the (identity and emotional) positioning strategy of home country. These conclusions are helpful for transnational brands to develop internationalization positioning strategies based on cultural resources of home country.