TY  - JOUR
AB  - Purpose The purpose of this paper is to investigate whether or not the strategy of pursuing a global brand identity by leading Asian firms will produce intended outcomes in consumer responses. For this purpose, the study empirically examines whether global Japanese brands (e.g. Toyota) are perceived as global or Japanese by consumers.Design/methodology/approach Surveys were conducted with Korean consumers for their evaluations of Japanese automobile brands with varying degrees of globalness. As for brands, the study divides Japanese brands into two groups – those with high brand globalness and those with low brand globalness – and to examine if Japanese-origin effects differ between these two groups.Findings In contrast to the hypothesis, global brands were found to be more subject to country-of-origin effects.Research limitations/implications The findings contribute to research on consumer choices and brand globalness by showing country-of-origin effects for global brands.Practical implications The findings suggest that even when Asian firms emphasize the globalness of their brands, they may still need to attend to country-of-origin effects.Originality/value This study examines an unexplored issue of country-of-origin effects for global brands.
VL  - 28
IS  - 5
SN  - 1355-5855
DO  - 10.1108/APJML-11-2015-0173
UR  - https://doi.org/10.1108/APJML-11-2015-0173
AU  - Han C. Min
PY  - 2016
Y1  - 2016/01/01
TI  - Global identity strategy and its efficacy for Asian brands: Is Toyota global or Japanese to consumers?
T2  - Asia Pacific Journal of Marketing and Logistics
PB  - Emerald Group Publishing Limited
SP  - 862
EP  - 877
Y2  - 2024/04/19
ER  -