当前逆全球化浪潮下国际关系日益紧张、贸易壁垒频现，在此背景下，品牌也难免受到其所属群体身份的影响，于是在推广和营销过程中选取何种品牌身份策略（本土化抑或全球化）变得尤为重要。不同策略在不同特征消费者身上的应用效果存在差异，本研究重点关注集体自恋这一近年来在国内消费者群体中呈明显走高趋势的心理因素，尝试探究其与品牌身份策略应用效果的关系。基于集体自恋的核心特征——对内群体良好形象的强烈敏感性，本研究预期在一般情况下消费者的集体自恋程度越高将更加偏好本土化品牌身份策略（相对于全球化品牌身份策略），但是当品牌遭遇口碑危机时这一效应可能被削弱，此外，出于对内群体形象的维护，高集体自恋消费者可能在群际比较情境下对使用本土化身份策略的品牌提出更高的社会责任要求。

通过三个研究对以上问题进行探讨。研究1考察了一般情况下消费者的集体自恋水平与品牌身份策略偏好的关系，发现相较于全球化品牌身份策略，集体自恋消费者更偏好本土化品牌身份策略；研究2设置了一个虚拟品牌遭遇口碑危机的情境，考察了消费者的集体自恋水平如何影响到他们偏好品牌使用何种身份策略以挽回危机，结果发现集体自恋消费者在一般情况下对本土化品牌身份策略的偏好不再存在；研究3设置了一个群际竞争的情境，考察了消费者的集体自恋水平如何影响他们对使用不同身份策略的品牌的社会责任要求，结果发现，如果品牌长期突出本土化身份，那么当涉及群际比较时，集体自恋消费者将对这些品牌提出更高的社会责任要求。

本研究揭示了高集体自恋消费者对于本土化品牌身份策略的条件性支持现象，即他们对本土品牌或营销本土化身份的品牌的日常偏爱可能在品牌出现危机时回收，并可能在发生群际比较时形成反作用。这些发现丰富了有关集体自恋如何影响消费心理与行为的理解，并可为品牌了解当下消费者心态、设定品牌身份营销策略同时在一定程度上规避潜在风险提供参考。

Under the current wave of anti-globalization, international relations are increasingly tense and trade barriers are frequent. In this context, brands are inevitably affected by the identity of their group. Therefore, which brand identity strategy (localization or globalization) should be selected in the process of promotion and marketing appears to be particularly important. There are differences in the application effects of different strategies on consumers with different characteristics. This study focuses on collective narcissism, a psychological factor that has shown an obvious upward trend among domestic consumer groups in recent years and tries to explore its relationship with the application effect of brand identity strategies. Based on the core feature of collective narcissism—the strong sensitivity to the good image of the in-group, this paper predicts that in general, the higher the degree of collective narcissism, the more consumers will prefer localized brand identity strategies (compared to global brand identity strategies), but this effect may be weakened when the brand encounters a word-of-mouth crisis. In addition, for the purpose of maintaining the image of the in-group, consumers with high collective narcissism may propose more high demands.

The above questions are explored through three studies. Study 1 investigated the relationship between consumers’ collective narcissism level and brand identity strategy preference in general, and found that collective narcissistic consumers prefer localized brand identity strategies compared to globalized brand identity strategies; Study 2 set up a In the situation where a virtual brand encounters a word-of-mouth crisis, it examines how the level of collective narcissism of consumers affects which identity strategy they prefer to use to restore the crisis. Preferences no longer exist; Study 3 set up a situation of intergroup competition and examined how consumers’ collective narcissism level affects their social responsibility requirements for brands using different identity strategies. , then when it comes to intergroup comparisons, collectively narcissistic consumers will place higher social responsibility demands on these brands.

This study reveals the conditional support of high collective narcissistic consumers for localized brand identity strategies, i.e. their day-to-day preference for localized brands or brands marketing localized Comparing is counterproductive. These findings enrich the understanding of how collective narcissism affects consumer psychology and behavior, and provide a reference for brands to understand the current consumer mentality, set brand identity marketing strategies, and avoid potential risks to a certain extent.