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跨国品牌联盟正频繁发生于发达国家之间、发达国家与发展中国家之间,以及发展中国家与发展中国家之间。文章对比分析中国品牌与来自发达国家、新兴国家的品牌的跨国联盟,揭示了国家典型性在跨国品牌联盟中对原产国效应的稀释作用。结果发现,在跨国品牌联盟中,公认的原产国形象溢出效应,只存在于国家典型性不明显的条件下。但是,当国家典型性高时,中国品牌即使与原产国形象差的品牌进行联盟,也能提高对中国品牌的评价。研究结果表明,中国品牌与总体原产国形象负面但国家典型性高的外国品牌联盟时,照样可从中获得正面溢出效应。因此,中国品牌应该根据国家典型性选择跨国品牌联盟伙伴,扩大跨国联盟的国家范围。
Multinational brand alliances are frequently occurring between developed countries, between developed and developing countries, and between developing and developing countries. The article compares and analyzes the cross-border alliance between Chinese brands and brands from developed countries and emerging countries, and reveals the dilution effects of national typicalness on the effects of country of origin in multinational brand alliances. It was found that in the multinational brand alliance, the acknowledged spillover effect of the country of origin only exists under the condition that the country’s typicality is not obvious. However, when the country’s typicality is high, Chinese brands can even increase their appraisal of Chinese brands even if they have alliances with brands with poor image of the country of origin. The results of the study show that when Chinese brands and foreign countries that have a negative image of the overall country of origin but have a typical high foreign brand, can still obtain a positive spillover effect. Therefore, Chinese brands should choose multinational brand alliance partners according to the country’s typical characteristics, and expand the national scope of multinational alliances.