10192 
6970外国式品牌命名（foreign branding）是运用外语拼写或发音的品牌命名策略，采用这一策略的品牌称为外国式品牌。在品牌家族中，这些“外来的和尚”是否更会念经？由于相应的理论探讨较为缺乏，且结论不尽一致，导致企业在运用外国式品牌命名策略时缺乏有效的指导。本文希望通过对以往研究的总结归纳来提炼规律，并指明未来研究主题。首先通过品牌原产国和品牌来源的有关文献明确了外国式品牌命名的内涵，阐述了这一策略的理论基础。在此基础上，本文分析了外国式品牌的单独作用、与原产国的交互作用，以及产品、消费者、发达国家和发展中国家背景等调节因素的影响。最后，文章提出了未来四大研究方向，即发展中国家品牌在国际市场上的外国式品牌命名、非西方的外国式品牌命名、无明确国家指向性的外国式品牌命名，以及全球品牌视角下的外国式品牌命名问题。
外来的和尚更会念经吗？——外国式品牌命名研究述评与展望
摘要
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引用本文
尚晓燕, 郭晓凌. 外来的和尚更会念经吗？——外国式品牌命名研究述评与展望[J]. 外国经济与管理, 2017, 39(11): 14–30.
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