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The purpose of this paper is to understand how consumers in three countries (Mexico, South Korea, and Japan) perceive a US global brand versus domestic brands and their marketing efforts. There has been an increasing number of global brands and corresponding competition among global retailers. At the same time, markets in the world are becoming complex, and consumers in many markets demand localized marketing and branding strategies.

The hypotheses are developed based on the brand analysis framework that consists of brand‐specific associations (emotional value, perceived quality), general brand impressions (brand awareness, brand image), and brand commitment (brand loyalty, purchase intention).

The results revealed significant main effects of country and brand type (global v. domestic) on brand‐specific associations, general brand impressions, and brand commitment. Interactive effects also existed on brand‐specific associations, general brand impressions, and brand commitment (only brand loyalty).

While almost all of the hypotheses are supported, future research should test other global brands to generalized findings of the study. Sample can be extended to consumers in many other countries to provide more comprehensive insights into consumer perceptions and brand behaviors towards global brands.

The findings demonstrate that clear‐cut and unique brand analysis patterns exist among consumers in three different countries for both a US global brand and domestic brands. Based on this, potential strategies for both US global brands and domestic brands are suggested for each country.

This study discovered the effects of country (i.e. Mexico v. South Korea v. Japan) and brand type (i.e. US global v. domestic) on consumer responses to three brand analysis components: brand‐specific associations, general brand impressions, and brand commitment. The results provide significant insights into what global and domestic companies must emphasize to be successful in capturing and sustaining consumers' desire to buy and use their brand.

Understanding brand associations and their role in the formation of attitude towards brands is necessary for managers to understand fully the dynamics of their brands and how consumers evaluate and make brand choices. This research paper aims to explore the role of brand associations in the formation of an attitude towards a brand alliance.

A series of hypothetical alliances using real brands were presented to undergraduate students. Data were gathered from a series of open‐ended free associations for the brands alone and in their alliances, and structured questions regarding quality and likelihood of purchase for the alliance attitude rating.

The study identified that brand associations, which are positive on an individual basis, can change when transferred to a new product category with a brand partner. Alliances with poor overall attitudes were often linked to associations of attributes of the original product class, whereas alliances with strong attitudes were linked to favourable associations related to the fit between the alliance partners.

The value of this study is that it has identified that consumers can become “locked in” to brand‐specific associations that may be hard to shift in a brand leverage strategy. Therefore, practitioners should factor into their decisions about whether or not to form a brand alliance not only concrete measures, but also the abstract nature of brand associations. This study focused on consumer brands and hypothetical alliances and used students as a sample. Different findings may therefore be found using non‐student samples, services brand or business‐to‐business brands.

Brand authenticity has emerged as a strategic imperative for many firms. The purpose of this paper is to empirically examine the effect of consumer perceptions of brand marketing communications on brand authenticity of fast-moving consumer goods.

Direct and indirect pathways from brand marketing communications to brand authenticity were conceptualized. Data were collected from US energy drink consumers and analysed using structural equation modelling. Multiple marketing mix variables and context-relevant covariates have been controlled for.

Direct and indirect pathways to building brand authenticity have been observed. The total effect of brand marketing communications on brand authenticity is strong, thereby highlighting the predictor’s overall effectiveness in shaping the ultimate outcome.

The focus on consumer-perceived authenticity as opposed to objective authenticity complements the prior literature. An integrative perspective on brand marketing communications is offered, specifying it as an antecedent of perceived brand authenticity.

An important implication is that investments into brand marketing communications will likely influence perceived brand authenticity. Such investments may also have favourable implications for the clarity of brand positioning. Overall, brand marketing communications are effective tools for building consumer-perceived brand authenticity.

A need to outline managerially controllable drivers of authenticity was addressed. How consumer perceptions of brand marketing communications influence brand authenticity via direct and indirect mechanisms was demonstrated. The existence of authenticity in fast-moving consumer goods was also demonstrated.

This paper reports a replication of Broniarczyk and Alba’s study of the influence of brand‐specific associations on brand extensions. The results broadly support the original study showing brand‐specific associations ( i.e. attributes which differentiate a brand from the competition)can dominate the effects of the parent brand to the point where they reverse extension evaluations. Thus the study provides further evidence to challenge the commonly held assumption that the effect associated with the original brand name and product category is automatically transferred to the brand extension.

The purpose of this study is to investigate the perceived differences in brand analysis dimensions, such as brand-specific association (represented by perceived brand quality, brand price, brand emotional value and brand social value), brand impressions (represented by perceived brand image and general brand awareness) and brand credibility (represented by perceived brand trustworthiness and brand expertise), for young consumers in the context of banking services in India. All three types of banks operating in the Indian market are compared: state-owned banks, private (Indian) banks and global (foreign) banks.

The authors follow a cross-sectional design in this study. A structured questionnaire is created with the help of well-established scales. Reliability and validity tests are performed on all the dimensions of the scale. Exploratory factor analysis, ANOVA and ordinary least squared multiple regression analysis are performed to test the proposed hypotheses empirically.

The authors report significant differences in perceptions among young consumers among the three types of banks for all the dimensions of brand-specific associations, that is, perceived quality, perceived price, perceived brand social value and perceived brand emotional value. The authors find partial support for the hypotheses presented in this study concerning differences in three bank types among young consumers related to general brand impressions and brand credibility.

The results provide insights on the perceptions of the global and local brands among young consumers in the context of the banking industry. This will aid practitioners in assessing the relative position of their brands with respect to their global/local counterparts. These insights would help brand managers to design effective marketing mix strategies to target the young Indian consumers more effectively.

This is the first study that includes the concept of brand credibility along with brand-specific associations and general brand impression in investigating purchase intention of banking services by young consumers.

This study aims to draw on cue utilization and irradiation theories to: determine the extent to which country-of-origin image and its sub-dimensions exert an aggregate and relative influence on consumer brand evaluations; and identify the contextual and methodological factors that account for between-study variance in the focal relationship.

A random-effects model was used to examine 166 empirical articles encompassing 499,563 observations, and 282 effect sizes from 1984 to 2020 using Comprehensive Meta-Analysis software.

Results show that country-of-origin image has a positive, moderate effect on consumer brand evaluations. Moreover, findings reveal that each dimension of country-of-origin image – general country image, general product country image, specific product country image and partitioned country image – significantly influences consumer brand evaluation, but the effect of general product country image is the largest. What’s more, the aggregate impacts of country-of-origin image on consumer brand evaluation – brand commitment, brand-specific associations and general brand impressions – show that the effect on brand commitment is the largest. Finally, findings show that contextual factors (brand source, product sector, culture [individualism vs collectivism], brand origin continents and respondents’ continent) and methodological factors (cues, sampling unit, publication year and sample size) significantly account for between-study variance.

This study provides the first meta-analytic review of the relationship between country-of-origin image and consumer brand evaluation to help clarify mixed findings and balance out the literature, which has only seen quantitative reviews on product evaluation and purchase decisions.

This paper presents a conceptualization of brand extension attributes that emerge when consumers evaluate brand extensions. These emergent attributes are unique in the extension product category and thus represent potential points of leverage for the brand. An empirical study was conducted to show the utility of these attributes in influencing consumers’ responses. Consumers were allowed to write their thoughts as they evaluated fictitious extensions of four actual brands. The results indicate that when emergent attributes are formed, they appear to influence consumers’ attitudes toward brand extensions. Unlike previous findings that have suggested that good fit is necessary to ensure extension success, the results indicate that the influence of emergent attributes on consumer attitudes increases as the brand’s fit with the extension decreases.

The purpose of this study is to analyze two global brands (i.e. Benetton and Tommy Hilfiger) and one Indian brand (i.e. Wills Lifestyle) in terms of general brand impression, brand specific associations and brand commitment. In addition, the study investigates how the regional differences in India and Indian consumers' affinity towards global brands influence the consumer-brand relationships.

The research framework has been developed based on consumer-brand relationship theory. The consumer–brand relationship is an important indicator of the success of brands, especially when brands attempt to expand to other markets (Roper and Parker, 2006; Bastos and Levy, 2012). Three brand types were chosen for this study. The choice of the US global brand is Tommy Hilfiger, the European global brand is United Colors of Benetton, and the Indian domestic brand is Wills Lifestyle. The study utilized a repeated measure (split-plot) design involving more than two independent groups. A split-plot analysis of variance analyses a design in which a repeated measure (i.e. within subjects) factor is crossed with a between-subjects (i.e. treatment variable) factor.

The results confirm the importance of global brands over local brands in the Indian apparel consumer market. This study also examined how Indian consumers' affinity for global brands influences their evaluation of the global brands and the local Indian brands.

The study expands the literature on Indian consumer brand preferences through the investigation of three brands. The theoretical background of the study is the consumer-brand relationship theory that explains the importance of consumer–brand relationship when brands attempt to expand to other markets.

The purpose of this research was to develop a scale to measure the football league brand associations such as the “UEFA Champions League” and to investigate their influence on brand loyalty.

A questionnaire was developed and tested through a pilot test (N = 120) and the final questionnaire was administered among Greek sport spectators (N = 460). The factor structure was tested through an exploratory factor analysis and a regression analysis was used to examine the predictability of fans' brand loyalty by the league brand association dimensions.

Six brand association factors were revealed through the exploratory factor analysis: elite management, entertainment, elite-sportsmanship participants, escape, elite refereeing and corporate identity. In addition, new brand associations and elements were found: elite refereeing which included fast football and the league anthem was found to coexist with logo. Elite management, entertainment, escape and corporate identity were found to influence brand loyalty variables.

The study revealed a useful tool to measure sport leagues' brand associations, to measure their influence on Greek fans' loyalty and build strong, unique and favourable consumer-based brand associations.

The paper contributes to the sports brand associations research by examining brand associations in the context of European leagues and elite-level football competitions. It also contributes by identifying and revealing new brand associations and new elements to co-exist with other already known sports brand associations. Finally, it examines the influence of the new brand-specific associations to the brand loyalty of the “UEFA Champions League” competition for Greek sport fans.

This study searches for the communication message strategies for two distinct brand extension types: close and remote brand extensions. An experiment is conducted with four cells which were exposed to different communication strategies for five extension types. Communication strategies used were brand essence cue, extension attribute cue, extension dissonance reducer cue, and some combinations of the named cues. Results show that different communication strategies are necessary for extension situations that differ in distance from parent brand territories.