关键词:

中外联名, 品牌社会分类, 产品契合度, 文化距离

Abstract:

Becoming an ingroup brand is an important approach to obtain consumer loyalty. This paper, innovatively adopting the trilateral perspective of consumers, domestic brands, and foreign brands, explores the influence of brand social categorization on consumers’ purchase of Chinese and foreign co-branded products, as well as the moderating mechanism of product fit and cultural distance. A combination of field study, laboratory experiment, and online survey has found that consumers’ purchasing intention towards Chinese-foreign co-branded products is in a descending order of joint products of domestic ingroup brand and foreign ingroup brand, joint products of domestic ingroup brand and foreign outgroup brand, and joint products of domestic outgroup brand and foreign ingroup brand. In addition, as the product fit between the co-branded brands increases and the cultural distance between the source countries decreases, the advantages of social categorization fit will increase, while the advantages of domestic ingroup brands will decrease. This paper not only fills the gap in the literature, but also provides practical guidance for domestic brands to implement cross-cultural co-branding strategies.

Key words:

co-branding of Chinese and foreign brands, brand social categorization, product fit, cultural distance