1919 
3367在市场全球化的背景下，品牌使用外国文化元素开展营销活动变得日益普遍，然而学界和业界对品牌使用外国文化成败的原因并不清晰。本文以外国品牌使用中国文化元素为切入点，主要探讨了中国消费者视野中的“文化使用”问题。文章首先梳理和回顾了已有文献，就本文的情境对“文化使用”进行了概念界定和辨析；随后，采用个人深度访谈、线上开放式问卷和网络二手数据，使用扎根理论探索品牌文化使用对消费者品牌反应的影响机制和作用条件，构建了“品牌文化使用行为的特征—文化使用激发的情感—消费者反应”模型。本文从文化角度推进了对全球品牌和消费者行为的理论探讨，并且对于全球品牌如何更好地利用外国文化资源的“他山之玉”具有重要的实践启示。
如何使用文化资源中的“他山之玉”？——消费者对品牌文化使用反应的扎根研究
摘要
参考文献
摘要
关键词
4 汪涛, 周玲, 周南, 等. 来源国形象是如何形成的?——基于美、印消费者评价和合理性理论视角的扎根研究[J]. 管理世界, 2012, (3): 113-126. DOI:10.19744/j.cnki.11-1235/f.2012.03.010
5 赵志裕, 吴莹, 杨宜音. 文化混搭: 文化与心理研究的新里程[A]. 杨宜音. 中国社会心理学评论（第九辑）[M]. 北京: 社会科学文献出版社, 2015.
6 Dweck C S. Self-theories: Their role in motivation, personality, and development[M]. New York: Psychology Press, 1999.
7 Dweck C S, Leggett E L. A social-cognitive approach to motivation and personality[J]. Psychological Review, 1988, 95(2): 256-273. DOI:10.1037/0033-295X.95.2.256
8 Figueiredo B, Larsen H P, Bean J. The cosmopolitan servicescape[J]. Journal of Retailing, 2021, 97(2): 267-287. DOI:10.1016/j.jretai.2020.09.001
9 Fiske J. Writing ethnographies: Contribution to a dialogue[J]. Quarterly Journal of Speech, 1991, 77(3): 330-335. DOI:10.1080/00335639109383964
10 Forehand M, Reed A, Clair J K S. Identity interplay: The importance and challenges of consumer research on multiple identities[J]. Consumer Psychology Review, 2021, 4(1): 100-120. DOI:10.1002/arcp.1066
11 Fournier S, Alvarez C. How brands acquire cultural meaning[J]. Journal of Consumer Psychology, 2019, 29(3): 519-534. DOI:10.1002/jcpy.1119
12 Glaser B G. Theoretical sensitivity[M]. Mill Valley: Sociology Press, 1978.
13 Glaser B G, Strauss A L. The discovery of grounded theory: Strategies for qualitative research[M]. New York: Aldine Publishing Company, 1967.
14 Hamilton R, Ferraro R, Haws K L, et al. Traveling with companions: The social customer journey[J]. Journal of Marketing, 2021, 85(1): 68-92. DOI:10.1177/0022242920908227
15 Jacoby J. Stimulus-organism-response reconsidered: An evolutionary step in modeling (consumer) behavior[J]. Journal of Consumer Psychology, 2002, 12(1): 51-57. DOI:10.1207/S15327663JCP1201_05
16 Keller K L. Building customer-based brand equity: A blueprint for creating strong brands[J]. Marketing Management, 2001, (July/August): 15-19.
17 Lenard P T, Balint P. What is (the wrong of) cultural appropriation?[J]. Ethnicities, 2020, 20(2): 331-352. DOI:10.1177/1468796819866498
18 Morris M W, Mok A, Mor S. Cultural identity threat: The role of cultural identifications in moderating closure responses to foreign cultural inflow[J]. Journal of Social Issues, 2011, 67(4): 760-773. DOI:10.1111/j.1540-4560.2011.01726.x
19 Mosley A J, Biernat M. The new identity theft: Perceptions of cultural appropriation in intergroup contexts[J]. Journal of Personality and Social Psychology, 2021, 121(2): 308-331. DOI:10.1037/pspi0000327
20 Reed Ⅱ A, Forehand M R, Puntoni S, et al. Identity-based consumer behavior[J]. International Journal of Research in Marketing, 2012, 29(4): 310-321. DOI:10.1016/j.ijresmar.2012.08.002
21 Rogers R A. From cultural exchange to transculturation: A review and reconceptualization of cultural appropriation[J]. Communication Theory, 2006, 16(4): 474-503. DOI:10.1111/j.1468-2885.2006.00277.x
22 Schwartz S H. Universals in the content and structure of values: Theoretical advances and empirical tests in 20 countries[J]. Advances in Experimental Social Psychology, 1992, 25: 1-65.
23 Steenkamp J B E M. Global brand building and management in the digital age[J]. Journal of International Marketing, 2020, 28(1): 13-27. DOI:10.1177/1069031X19894946
24 Strauss A, Corbin J. Basics of qualitative research: Techniques and procedures for developing grounded theory[M]. 2nd ed. Thousand Oaks: Sage Press, 1998.
25 Suh Y, Hur J, Davies G. Cultural appropriation and the country of origin effect[J]. Journal of Business Research, 2016, 69(8): 2721-2730. DOI:10.1016/j.jbusres.2015.11.007
26 Tie Y C, Birks M, Francis K. Grounded theory research: A design framework for novice researchers[J]. SAGE Open Medicine, 2019, 7: 1-8.
27 Young J O. Profound offense and cultural appropriation[J]. The Journal of Aesthetics and Art Criticism, 2005, 63(2): 135-146. DOI:10.1111/j.0021-8529.2005.00190.x
28 Zeugner-Roth K P, Žabkar V, Diamantopoulos A. Consumer ethnocentrism, national identity, and consumer cosmopolitanism as drivers of consumer behavior: A social identity theory perspective[J]. Journal of International Marketing, 2015, 23(2): 25-54. DOI:10.1509/jim.14.0038
29 Ziff B, Rao P V. Borrowed power: Essays on cultural appropriation[M]. New Brunswick: Rutgers University Press, 1997.
引用本文
张逸聪, 郭晓凌, 徐震南. 如何使用文化资源中的“他山之玉”？——消费者对品牌文化使用反应的扎根研究[J]. 外国经济与管理, 2024, 46(3): 18-35.
导出参考文献，格式为：
