中文摘要：

基于社会运动理论,探讨了品牌国际化修辞联结策略及其对消费者的影响。三组实验结果表明：东道国消费者所感知的品牌框架共鸣正向影响消费者的品牌评价;品牌国家典型性与消费者社会身份认同调节品牌修辞联结策略与品牌框架共鸣之间的关系。研究结果丰富了品牌国际化的理论和社会运动理论,并为跨国品牌特别是来自新兴市场的品牌提供有效的话语修辞策略建议。

英文摘要：

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.