4 总结与展望
十多年来，在全球品牌化研究领域，学者们取得了对全球品牌定义的共识，发展出了很多核心构念，形成了基本研究脉络，为这个领域的未来研究奠定了良好基础。这些核心构念包括：品牌感知全球性（PBG）（Steenkamp et al.,2003）、全球消费者文化定位（GCCP）（Alden et al.,1999）、品牌本土象征价值（Steenkamp et al.,2003）或本土象征性（Özsomer,2012）、全球认同与本土认同（Arnett,2002; Zhang and Khare,2009）、全球消费取向（GCO）（Alden et al.,2006）等等。通过本文的回顾，全球品牌化研究呈现出了基本的研究脉络，它们是：品牌感知全球性构念推进了全球品牌概念的界定及操作化，全球品牌维度确立了全球品牌资产的基本来源；全球消费者文化为全球品牌定位提供了基本指引，而感知品牌全球化和本土象征价值则成为全球品牌定位的基本关系研究；全球品牌资产存在跨国评价的差异性，其原因包括品牌特征、国家特征及文化价值观的影响。这为如何建立全球品牌定位、实施全球品牌战略提供了基本决策思路（Keller,2013）。值得一提的是，Chabowski等（2013）在采用同被引方法对全球品牌化进行文献研究的基础上，概括了该领域的五大研究板块，分别是国际品牌化战略（标准化与适应性、品牌延伸）、品牌定位、品牌/来源国、品牌概念—形象，以及品牌绩效。本文勾画的研究脉络直接涵盖了前两者，同时又以“全球品牌资产”主题把后三者的研究贯穿了起来。
站在实践的角度，很多中国领先的跨国公司已萌发了建立全球品牌的雄心，其取得的全球化进展已为在不远的将来成就强有力的全球品牌打下了坚实的基础（Chattopadhyay et al.,2012;Keller,2013; Kumar and Steenkamp,2013），但从目前有关全球品牌化实证研究的成果看，涉及以中国品牌为对象的研究还很少。立足于中国品牌全球化的愿景，结合全球品牌化研究已取得的研究成果和经验，笔者简要提出三点研究建议与展望。
第一，重视新兴市场和发达市场引发的基本差异。从理论的角度看，已有很多研究表明，在新兴市场和发达市场，消费者对全球品牌态度及其影响因素的评价机制是存在差异的（Eisingerich and Rubera,2010; Madden et al.,2012; Özsomer,2012;Strizhakova et al.,2011; Zarantonello et al.,2013）。从实践的角度看，中国是那些走向全球的中国品牌的“大本营”，而北美则是征战全球市场的“制高点”。中国市场和美国市场对中国大品牌都异常重要。因此，对于中国品牌全球化研究来说，联合新兴市场（母国市场）与发达市场（东道国市场）两大市场领域，采取比较的方式，显得尤为重要。根据现有的成果，有很多问题还需要进一步研究。例如，“全球性”对中国品牌在母国市场与发达东道国市场是否存在评价机制的差异？质量维度对中国品牌的全球性联想在母国市场与发达东道国市场是否存在重要性方面的差异？走向全球的中国品牌在母国市场与发达东道国市场存在怎样的品牌资产评价差异？这些问题的答案对中国品牌采取何种全球化战略，如何建立强势全球地位具有积极的指引价值。实际上，Chattopadhyay等（2012）已从聚焦于相似的新兴市场还是不相似的发达市场，并结合机械性扩展还是动态性进化这两种能力，提出了新兴市场品牌全球化的四种战略。
第二，兼顾营销战略与消费者行为两个研究视角。目前有关全球品牌化的实证研究大多是消费者行为视角，公司战略视角的研究很少（Özsomer等，2012）。但新近出版的有关新兴市场品牌如何走向全球的两本著作（Chattopadhyay et al.,2012; Kumar and Steenkamp,2013）都明确提出了战略路径，其中基于中国品牌全球化案例的研究都为之提供了重要依据。从营销战略的角度看，探究中国品牌全球化定位应是研究重点。例如，以内蕴中国文化价值观为品牌概念进行全球化定位，可以帮助中国跨国公司品牌在全球市场竞争中建立品牌差异化，但如何在全球市场上兼顾东西方文化差异，实现东西方文化价值及元素的融合，以建立中国品牌的全球定位，则是非常重要的学术课题（何佳讯，2013）。这里有两个理论问题迫切需要进行深入研究。一是扎根于中国文化价值的品牌内涵能否融入西方文化价值体系？能否融入全球消费者文化？是否存在冲突？如何融入？二是因文化差异，品牌资产在不同国家的评价并不一致（Hsieh,2004; Lehmann et al.,2008），中国品牌如何在本国和西方国家进行形象定位？如何解决品牌一致性以提升品牌强度？从消费者的角度看，则需要探究消费者对中国跨国公司品牌兼容东西方文化价值定位的态度评价机制，以兼顾和平衡不同细分市场的需求，实现品牌价值的最大化。
第三，寻求研究方法论的创新与突破。目前有关全球品牌的实证研究大多采用问卷调研法或实验法收集一手数据；在统计方法上大多采用多元统计和结构方程建模（SEM）方法，通常涉及跨国间测量的等同性检验（Steenkamp and Baumgartner,1998）；在取样范围上，大多采用数个国家到数十个国家不等的跨国数据。在这些常规的做法中，我们仍然可以看到一些研究设计创新带来的贡献与突破。例如，全球品牌与本土品牌交互作用模型改变了传统结构方程模型的思路（Özsomer,2012）；对全球产品/本土产品态度测量的四分法创新了常规的态度测量方法（Alden et al.,2006; Steenkamp and de Jong,2010）；对全球品牌研究对象采取一般性的（即“Global brands”）而非具体品牌的（即如Ford, Mercedes, Toyota）测量设计（Dimofte et al.,2008; Dimofte et al.,2010; Guo,2013）简化了取样方法；在统计方法上，多水平线性模型的使用能够揭示国家层面因素与个人层面因素作用的差异（Steenkamp and de Jong,2010），而结构化建模方法（structural modeling）能够使我们利用客观市场数据进行分析（Chu,2013）；在理论应用上，制度理论（汪涛等，2010）、动态能力理论（Matanda and Ewing,2012）等带来了新的研究视角。由于总体上中国品牌在全球消费者心目中品牌认知度很低（Olsen,2012），因此如何在西方发达市场中对已经进入的中国品牌收集一手或二手数据开展有关研究，还存在很大的挑战。这迫切需要我们在研究方法论上进行创新，这样我们的研究成果才能为中国品牌全球化实践提供前瞻性指引。
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A Review of Research on Global Branding:Key Constructs, Research Treads and Progress
（School of Business, East China Normal University）
Abstract By reviewing the research progress on global branding comprehensively, this paper establishes the basic framework on global branding research, including knowledge advancement of the conceptualization of global brands, global brand positioning and global brand equity, and identifies the key constructs and its related research results.The previous research treads are clearly presented as follows:the definition of global brand and its operationalization is advanced by the seminal work on construct of perceived brand globalness, and the basic sources of global brand equity are established by the studies on dimensions of global brands; the research on global brand positioning are implicated by the construct of global consumer culture and are centered on the relationships between the two constructs of perceived brand globalness and brand local icon value; the evaluations of global brand equity are inconsistent among the different countries which are influenced by the brand and nation characteristics, and the cultural values.Moreover, this paper summarizes the important constructs related to globalization which are usually used to explain the global brand attitudes.Standing on the perspective of brand globalization of leading Chinese companies, the author proposes some future research suggestions at the end.
Key words Global branding, Global brand positioning, Global brand equity, Review
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