Frame Alignment Strategies of Brand Globalization from the Perspective of Social Movement Theory

Drawing from social movement theory in sociology, this article provides a linkage between brand frame alignment strategies and the resonance gaining of global brands in different social and cultural contexts. Based on the literature review and discussion, the author proposes a conceptual brand communication framework and frame alignment strategies which are hypothesized to affect the consumers' evaluations of global brands through resonance in host country markets. The companies from emerging markets can have a positive impact on the consumers' evaluations of global brands through the following two aspects of effort: (1) to set up a brand communication framework, specific methods including amplification strategy, extension strategy and bridging strategy; (2) to communicate with consumers by gaining resonances of credibility resonance, consistency resonance, and commensurability resonance. A grasp of frame alignment resonance dynamics in new markets give managers methods to navigate complex host environments. This study also increases theoretical understanding of the role of frame and rhetoric strategies in brand globalization among the host country markets.