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Global brands or local heroes?: evidence from the Spanish beer market

Cristina Calvo Porral (Department of Marketing, University of La Coruña, La Coruña, Spain)
Jean-Pierre Levy-Mangin (Department of Marketing, University of Quebec in Ottawa, Gatineau, Canada)

British Food Journal

ISSN: 0007-070X

Publication date: 2 February 2015

Abstract

Purpose

The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands – in a developed mature European market.

Design/methodology/approach

For this purpose, four dimensions and two consequences of brand equity are evaluated, based on consumers’ standpoint. Structural equation modeling is carried out in order to analyze results obtained.

Findings

The findings suggest that brand loyalty, brand image and perceived quality exert the higher influence on consumers’ brand value; while there are relevant differences in consumer’s assessment toward local and global brands.

Originality/value

This study provides local and global brand marketers with further specific knowledge on how to market and enhance their brands’ value in a globalized increasingly competitive world.

Keywords

Citation

Calvo Porral, C. and Levy-Mangin, J.-P. (2015), "Global brands or local heroes?: evidence from the Spanish beer market", British Food Journal, Vol. 117 No. 2, pp. 565-587. https://doi.org/10.1108/BFJ-07-2013-0174

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited