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| Research on the Influence Mechanism of the Effectiveness of Global Brand Hybrid Positioning Strategy |
| HUANG Haiyang，HE Jiaxun，ZHU Liangjie |
| 1. Wuyi University, Jiangmen, Guangdong, China; 2. East China Normal University, Shanghai, China |
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Abstract The current research takes localized global brands with Chinese elements as study objects and attempts to analyze the effectiveness of hybrid positioning strategy from two perspectives of brand local icon value and honoring brand heritage. Particularly, the authors introduce processing fluency as a mediating variable. Empirical results show as follows. ① Mechanism Difference: brand local icon value not only positively affects brand trust and brand affect directly, but also through processing indirectly; however, honoring brand heritage can only take effect through processing fluency indirectly. ②Effect Difference: the total effect of brand local icon value on brand affect is greater than on brand trust, whereas honoring brand heritage affects them equally.
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Received: 27 July 2018
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