主讲人：Dr. Yinlong Zhang
　　　　(University of Texas at San Antonio)
主  题：How Do Consumers from Developed Markets Evaluate Global Brands from Developing Countries?
时  间：2011年7月14日（周四）下午2点
主讲人简介：
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.

主讲内容摘要：
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 brands 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 operationalizations of the key constructs with two surveys and one experiment.