摘 要
在全球化背景下，品牌忠诚度作为企业国际市场竞争力的核心要素之一，受到文化差异的显著影响。本研究旨在探讨品牌忠诚度在不同文化背景下的表现特征及其对营销策略的影响，通过跨文化视角揭示其形成机制与驱动因素。研究采用定量与定性相结合的方法，基于来自五个国家的消费者调查数据，运用结构方程模型分析文化维度（如个体主义与集体主义）对品牌忠诚度的作用路径。结果表明，文化价值观显著调节消费者的品牌态度与行为意图之间的关系，且不同文化背景下品牌忠诚度的驱动因素存在明显差异。本研究创新性地将霍夫斯泰德文化维度理论融入品牌忠诚度研究框架，为跨国企业制定差异化营销策略提供了理论支持与实践指导。主要贡献在于深化了对跨文化品牌管理的理解，并为企业在多元文化市场中提升品牌忠诚度提供了具体建议。
关键词：品牌忠诚度；文化差异；跨文化营销
Abstract
In the context of globalization, brand loyalty, as one of the core elements of enterprises' international market competitiveness, is significantly influenced by cultural differences. This study aims to explore the characteristics of brand loyalty across different cultural backgrounds and its impact on marketing strategies, revealing the formation mechanisms and driving factors from a cross-cultural perspective. By employing a mixed-methods approach, the research analyzes consumer survey data collected from five countries and applies structural equation modeling to examine the influence pathways of cultural dimensions, such as individualism and collectivism, on brand loyalty. The findings indicate that cultural values play a significant moderating role in the relationship between consumers' brand attitudes and behavioral intentions, with noticeable variations in the driving factors of brand loyalty across different cultural contexts. Innovatively integrating Hofstede's cultural dimensions theory into the fr amework of brand loyalty research, this study provides theoretical support and practical guidance for multinational corporations in developing differentiated marketing strategies. Its primary contributions lie in deepening the understanding of cross-cultural brand management and offering concrete recommendations for enhancing brand loyalty in multicultural markets.
Keywords: Brand Loyalty；Cultural Differences；Cross-Cultural Marketing
目 录
一、绪论 1
（一）国际市场品牌忠诚度研究背景与意义 1
（二）品牌忠诚度跨文化研究现状分析 1
二、品牌忠诚度的跨文化差异分析 1
（一）不同文化维度下的品牌忠诚表现 2
（二）消费者价值观对品牌忠诚的影响 2
（三）跨文化背景下品牌忠诚的关键驱动因素 3
三、国际市场中品牌忠诚度形成机制研究 3
（一）品牌信任与品牌忠诚的关系探讨 3
（二）情感联结在品牌忠诚中的作用 4
（三）购买行为模式对品牌忠诚的影响 4
四、针对跨文化差异的营销策略设计 5
（一）基于文化适应的品牌传播策略 5
（二）差异化产品定位与消费者需求匹配 5
（三）跨文化客户关系管理实践 6
结 论 6
致 谢 8
参考文献 9
