中文摘要：

本文试图从全球化下消费者心理这一新视角来理解全球品牌态度问题。全球化进程使消费者形成了全球消费导向（Gco），也使得来自新兴发展中国家的全球品牌在全球市场上逐步兴起。本文在区分发展中国家全球品牌和发达国家全球品牌的前提下，采用不同样本并通过调查（研究一和研究二）和准实验（研究三），首次探讨并比较了在发展中国家和发达国家，消费者的全球消费导向如何影响其对于两类全球品牌的评价。结果表明，对于发展中国家（中国）消费者，在控制物质主义和价值意识的影响之后，全球消费导向能促进其对发达国家全球品牌的积极态度，同时还能够减弱消费民族中心主义对此类品牌的负向影响作用；与此相反，在发达国家（美国），全球消费导向对于全球品牌态度的影响作用未能呈现，也未对消费民族中心主义作用发挥调节效应。但值得注意的是，就智能沟通设备这一特定产品类别，美国消费者对来自发展中国家（中国）和来自发达国家（德国）的全球品牌均有积极评价。研究结论丰富了品牌原产地和全球品牌的文献，有助于深化对全球化背景下消费者行为的理解，并从市场细分和营销沟通等方面，为发展中国家及发达国家的全球品牌建设提供了新颖、有益的启示。

英文摘要：

This article aims to provide additional understanding of global brand attitude from a new perspective-globalization-relat- ed consumer psychology. With deepening globalization process, consumers are gradually forming global consumption orientation （GCO）, and increasing number of global brands from emerging countries are present across the global market as well. However, the existent literature does not provide a clear answer for the influences of GCO on consumer global brand attitude, and little research has explored how consumers from developed and emerging regions re- spond to global brands from developed versus emerging countries. The current research makes clear that global brands may originate from developed countries or emerging developing countries. On the basis of such distinction, across surveys （Study l and Study 2） and quasi-experiment （Study 3） with various samples, this research ex- plores for the first time the differential roles of GCO in consumers＇ evaluation of global brands from developed versus emerging coun- tries, dependent on consumers from developed or developing region. The results show that for consumers from emerging countries （i.e. China）, the main effect of GCO on developed country global brand exist with consumer materialism and value consciousness being controlled, and the interaction between GCO and ethnocentrism is also revealed; in contrast, for consumers from developed countries （i.e.U.S.）, GCO has no effect on global brand attitude, nor does it play the moderating role in the negative impact of consumer eth- nocentrism on global brand attitude. To be noted, U.S. consumers present positive attitude toward global brands of smart communica- tion device, regardless of its origin （China or Germany）. In addition to adding new knowledge to the literature of country-of-origin ef- fect and global brand, these preliminary findings helps further ourunderstanding of consumer behavior under the context of globalization, and thus provide some new and