在全球化趋势下，消费者逐步形成"全球公民"的新型社会认同，但同时仍保留其"当地人"认同，从而发展出"全球当地"导向。已有理论和实证数据显示，具有"全球当地"导向的消费者比单纯的"全球"或"当地"导向所占比例明显偏高。但目前文献很少专门探究此类人群，特别是他们对于文化杂合产品（如"李锦记"番茄酱或"亨氏"红烧酱油）的态度和评价。本项目试图以全球化、消费者社会认同、文化融入和品牌延伸为理论基础，结合全球化的背景，并考虑当地企业全球化及全球企业当地化之战略需要，系统地研究（1）全球当地导向的概念,尤其是作用形式；（2）文化杂合产品的界定和分类，如考虑品牌和产品两个层次可分为全球品牌+当地产品、当地品牌+全球产品等类型，并探讨品牌文化延伸内涵；（3）全球当地导向对消费者的文化杂合产品态度有何影响？品牌的文化符号意义和产品的国家典型性是否发生调节效应？结论将为"全球当地化"战略提供冷静、客观的思考。

With the trend of globalization, consumers gradually develop a new type of social identity-"global citizen" but keep their local identity at the same time. Thus, they form a "glocal" orientation. The existent theoretical as well as empirical studies show that consumers with "glocal" orientation are much more numerous than purely globals or locals. However, little research has addressed these glocals. Meanwhile, in the globalized marketplace, it appears an escalating number of culturally hybrid products. Lee Kum Kee ketchup and Heinz braising soy sauce are two examples of such hybrid products. Under the globalization context, glocalization seems to become a must. To be concrete, the local companies need to approach globalization, whereas the global companies need to employ localization strategies, both leading to culturally hybrid products. How will consumers respond to these products? In particular, whether glocals will automatically evaluate these hybrid products more positively than pure global or local products, as suggested by the identity-congruence theory? No ready answer exists as no research has ever addressed this issue. On the basis of theories of globalization, social identity, acculturation, and brand extension, the current project aims to examine systematically several questions related to above issue. First question concerns the deeper and the more exact understanding of consumer glocal orientation. We assert that glocal orientation includes both global and local orientations, but these two components are independent. Using the perspectives of culture as knowledge and resources, and identity as situated cognition, we propose that consumers with glocal orientation do not simply mix the two orientations, rather, they are able to transfer freely from one orientation to the other dependent on the situation. Multiple consumer experiments will be conducted to test it. Second question is about the culturally hybrid products. No research has ever examined culturally hybrid products from brand extension perspective. We aim to study these products as outputs of brand cultural extension, i.e., global brands extended to local products, or local brands launching global products. Such approach is quite relevant in the globalized marketplace. Third, and most important question, is pertaining to the relationship between consumer glocal orientation and their attitude toward culturally hybrid products. Based on the understanding of the first question, we then turn to propose that culturally hybrid products should be either promotion "global" or "local" cultural appeal, but not a balanced one. A comprehensive conceptual model is suggested to test consumer reactions to culturally hybrid products with various appeals. Furthermore, the brand cultural icon meaning and product ethnicity are proposed as two moderators.We expect the research findings will provide calm, objective and scientific thinking for companies of today, both Chinese and global ones.