如何从发达国家市场的消费者评价来自发展中国家的全球品牌？
银龙章博士在高校营销副教授（任期）在圣安东尼奥的得克萨斯大学的业务。他是一个研究生的卡茨在匹兹堡大学（2004年），在那里他获得商学院他的博士在市场营销和副修比较社会学。他曾在营销期刊，如消费者研究杂志，市场营销杂志如人格与社会心理学的研究与社会心理学杂志公告。他的研究兴趣是全球化的消费心理和跨文化的消费心理。他讲授市场营销导论，国际市场营销，市场研究（本科，MBA）和博士
研讨会跨文化消费理论。
Dr. Yinlong Zhang is Associate Professor of Marketing (with tenure) in the College of Business at the University of Texas at San Antonio. He is a graduate of the Katz Graduate School of Business at the University of Pittsburg (2004) where he earned his Ph.D. in Marketing and minored in Comparative Sociology. He has published in marketing journals such as the Journal of Consumer Research, Journal of Marketing Research and social psychology journals such as Personality and Social Psychology Bulletin. His research interests are consumer psychology of globalization and cross-cultural consumer psychology. He teaches Introduction to Marketing,International Marketing, Marketing Research (undergraduate, MBA) and Ph.D. seminar Cross-Cultural Consumer Theory.
我们建议，当他们的全球身份访问，从发达市场的消费者将显示来自发展中国家的全球性品牌更有利的评价时相比，他们的本地身份访问（从发达国家对全球兰特）。此外，这种效果更加明显，当消费者认为全球和当地的文化是比当他们看到两种文化相互对立，相互兼容。我们获得通过发散运作收敛的两项调查和一项实验结果的关键构造一个lizations。
We propose that when their global identity is accessible, consumers from developed markets would show more favorable evaluations of global brands from developing countries (vs. global rands from developed countries) than when their local identity is accessible. Further, this effect is more pronounced when consumers view global and local cultures are compatible with each other than when they see the two cultures are oppositional to each other. We obtained convergent results through divergent operation a lizations of the key constructs with two surveys and one experiment.
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