Abstract Based on social movement theory, this paper analyzes the rhetorical alignment strategy in brand internationalization and its impact on consumers. Three experiments show that brand frame resonance that host country consumers perceive can positively affect their brand evaluation. Typicalness and consumers’ social status identity in the brand’s home country moderate the relationship between brand rhetorical alignment strategies and brand frame resonance. The results of this study enrich both brand globalization theories and the social movement theory, and offer practical suggestions on rhetorical strategies for international brands, especially for those coming from emerging markets.
HUANG Cheng. Rhetorical Alignment Strategy in Brand Internationalization and Its Impact on Consumers: From the Perspective of Social Movement Theory. Economic Survey, 2017, 34(5): 0116.
2017, Vol. 34 
