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Article
Publication date: 12 June 2019

Peter Magnusson and Stanford A. Westjohn

This paper provides a perspective to the article by Cleveland and Bartsch in this issue. The purpose of this paper is to focus on examining objective global brand

Abstract

Purpose

This paper provides a perspective to the article by Cleveland and Bartsch in this issue. The purpose of this paper is to focus on examining objective global brand performance data in four industries and discuss the practicality of global vs country-level marketing strategy.

Design/methodology/approach

Drawing on data from Euromonitor, the analysis evaluates global brand performance in four industries over the last decade.

Findings

In most industries, global brands are less dominant than what is often assumed.

Originality/value

This commentary aims to bring a new perspective to the global consumer culture discussion and may spur valuable future research on the topic.

Details

International Marketing Review, vol. 36 no. 4
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 14 October 2021

Asif Ali Safeer, Yun Chen, Muhammad Abrar, Nilesh Kumar and Amar Razzaq

The study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes…

Abstract

Purpose

The study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).

Design/methodology/approach

In accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.

Findings

After controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.

Research limitations/implications

The research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.

Practical implications

The research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.

Originality/value

The novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 29 September 2021

Dario Miocevic, Ruzica Brecic and Srdan Zdravkovic

Theorizing about consumer’s cultural identity has led to a greater understanding of why consumers choose and consume certain brands and products. The influence of cultural…

Abstract

Purpose

Theorizing about consumer’s cultural identity has led to a greater understanding of why consumers choose and consume certain brands and products. The influence of cultural identity has traditionally been studied primarily in a consumer’s country of origin, neglecting its potential relevance for understanding the consumption choices of sojourners and expatriates. This paper aims to investigate how the length of stay (LOS) in a foreign country, as a manifestation of local identity, shapes expatriate consumers’ food brand preferences.

Design/methodology/approach

This study draws on social identity theory and cultural branding literature to examine the mechanisms through which local identity drives preference for local food brands among expatriate consumers. Data from a cross-sectional survey of 180 USA and UK expatriates living in the Greater Middle East were analysed using structural equation modelling.

Findings

Local identity (measured through LOS in the host country) appears to exert an indirect effect on the consumption of local food brands through social ties with a local community. Next, social ties with a local community enhance local food brand preferences (LFBP) and this relationship is fully mediated by the global food brand preference (GFBP) where GFBP weakens the preference for local food brands and vice versa. In addition, the heterogeneity of interplay effects between local and global food brands can be attributed to the local food brand value signalling. The study finds that the higher perceived value of local food brands lowers the negative impact the GFBP has on LFBP and vice versa. The hypothesized effects in the model remain robust when controlling for moderating effect of age and the expatriate’s country of origin.

Research limitations/implications

The current study investigates the consumer behaviour of the expatriate consumer segment. As this study focuses only on expatriates currently living in countries of the Greater Middle East, its findings should be tested in other regions and with diverse subject samples.

Practical implications

Expatriates should not be treated as a uniform consumer segment but, instead, should be evaluated as unique individuals whose inclination towards local food brands depends on their: ability to establish and verify their local identity through developing social ties with the local community and reliance on global food brands. Moreover, findings demonstrate that brand managers should focus on increasing their perceived value by showcasing quality, reliability, innovation and performance, factors that reassure expatriate consumers when choosing local, over global food brands.

Originality/value

This study goes beyond the traditional focus on local identity in the domestic setting and sets out to investigate the chain of effects on LFBPs in the expatriate setting. Empirical evidence shows that an expatriate’s higher integration in a local community via social ties confirms their local identity, and thus exerts a stronger impact on a preference for local food brands. The study’s results demonstrate that the preference for local food is dependent on an expatriate consumer’s reliance on global food brands and the impact of global food preferences on local food preferences is moderated by the perceptions of the local food brand value. Additionally, findings suggest that the negative effects of global food brands are stronger for older expatriates and expatriates coming from the USA.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Book part
Publication date: 31 January 2015

Stanford A. Westjohn, Peter Magnusson and Joyce X. Zhou

The purpose of this study is to explore how the value of being global brands is experienced differently based upon foreign versus domestic origin of a brand. The…

Abstract

The purpose of this study is to explore how the value of being global brands is experienced differently based upon foreign versus domestic origin of a brand. The conceptual framework is tested on samples from three countries – United States, India, and China. The data are analyzed using partial least squares structural equation modeling. The belief that global brands are of higher quality, more socially responsible, and deliver a sense of belongingness to a global community led to an orientation toward globally available consumption alternatives, or global consumption orientation (GCO). High GCO has been associated with preferences for global brands; however, we find that while this preference indeed extends to global brands based in foreign countries, it does not extend to global brands based in the home country. The study of global brands seldom distinguishes among types of global brands. This research examines global brands based on their foreign versus domestic origin; thus it offers a more nuanced understanding of the boundaries for the value of global brands.

Details

Entrepreneurship in International Marketing
Type: Book
ISBN: 978-1-78441-448-1

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Abstract

Details

The Value of Design in Retail and Branding
Type: Book
ISBN: 978-1-80071-580-6

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Book part
Publication date: 24 October 2015

Nayyer Naseem, Swati Verma and Attila Yaprak

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions…

Abstract

Purpose

The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.

Methodology/findings

As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.

Research/practical/social implications

Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.

Originality/value

Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.

Details

International Marketing in the Fast Changing World
Type: Book
ISBN: 978-1-78560-233-7

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Article
Publication date: 2 December 2020

Michel Laroche, Rong Li, Marie-Odile Richard and Muxin Shao

This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural…

Abstract

Purpose

This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural compatibility, cultural elements authenticity and cultural pride) affecting the purchase intentions (PIs) toward global brands using Chinese elements among Chinese consumers in China and Chinese immigrants in North America. Another aim is to examine the moderating role of acculturation in the relationship between cultural pride and PIs among Chinese immigrants.

Design/methodology/approach

Three studies were conducted to test the hypotheses in China and North America. Confirmatory factor analysis was used to confirm the factor structure. Hierarchical regression was used to test the main effects and moderated regression analysis was used to test the moderation effect.

Findings

Results show that cultural compatibility, cultural elements authenticity (CEA) and cultural pride positively affect the PIs toward global brands with Chinese elements for both Chinese consumers and Chinese immigrants. Further, among Chinese immigrants, acculturation moderates the relationship between cultural pride and PIs.

Originality/value

This study explored the factors influencing the PIs toward global brands using Chinese elements, filling a research gap. To the best of the authors’ knowledge, this study is the first to examine how perceived CEA affects consumers’ PIs toward global brands with Chinese elements. Further, the findings have implications for global brands that want to target Chinese consumers and Chinese immigrants in overseas markets.

Details

Journal of Product & Brand Management, vol. 30 no. 8
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 16 July 2020

Haemoon Oh, Misoon Lee and Seonjeong Ally Lee

This study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country.

Abstract

Purpose

This study aims to investigate how and why traveling consumers choose globally branded/operated, instead of locally branded, hotels when traveling to another country.

Design/methodology/approach

Building on signaling theory, the authors conceptualize a model to explain the consumer process of selecting global hotel brands and test the model empirically with South Korean international consumers through a self-administered survey.

Findings

The data support the relationships of selected brand signals, such as brand credibility, brand liability, decision heuristic and anticipated satisfaction, with brand attitude and purchase likelihood.

Practical implications

The results imply how global hotel brand managers could enhance the effect of global hotel branding on the consumer’s hotel choice.

Originality/value

The study adds to the literature by proposing a new, empirically supported model of global branding for the tourism and hospitality industry.

Details

Journal of Product & Brand Management, vol. 30 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

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Article
Publication date: 28 April 2020

Lia Zarantonello, Silvia Grappi, Marcello Formisano and Josko Brakus

The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived…

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Abstract

Purpose

The purpose of this paper is to investigate the relationship between consumer-based brand equity (CBBE) – conceptualized as consisting of brand awareness, perceived quality, brand associations, perceived value and brand loyalty – and market share for different brand types (global versus local) in different country groups (developed versus emerging).

Design/methodology/approach

This paper combines consumer–survey-based data, experts' coding and retail panel data of fast-moving consumer goods (FMCG) brands in 29 countries.

Findings

In developed countries, the relationship between each CBBE component (except for brand associations) with market share is stronger for local than global brands. In emerging countries, the relationship between each CBBE component with market share is stronger for global than local brands.

Research limitations/implications

This paper contributes to better understanding the relationships between CBBE and market share by showing how CBBE components relate to market share for different brand types (global and local) in different country groups (developed and emerging). Limitations arise from constraints related to existing datasets (e.g. limited number of variables and type of product categories considered).

Practical implications

This paper offers insights to managers working in multinational FMCG companies, as it suggests which CBBE components relate more strongly to the global or local brands' market shares in different countries.

Originality/value

This paper analyzes the relationship between CBBE and market share by focusing on different brand types (global versus local) in different country groups (developed versus emerging). It does so by using a company dataset and showing correspondence with conceptualizations and measures of brand equity from the academic literature. It also considers a large set of 29 countries, extending research beyond national boundaries.

Details

International Marketing Review, vol. 37 no. 2
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 14 June 2011

Rajat Roy and Ryan Chau

The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand

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Abstract

Purpose

The purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation for purchasing a global versus local brand.

Design/methodology/approach

The data for this research were collected through a self‐administered survey from students in a large Western Australian university.

Findings

The results show that a global brand is generally preferred in terms of all the dimensions of consumer‐based brand equity over a local brand. However, a significant interaction emerged between the type of brand and high versus low status‐seeking motivation consumers. A global brand is strongly favoured in terms of awareness, perceived quality and overall brand equity by high status seekers while a local brand seems to enjoy loyalty and overall brand equity among low status seekers. A global brand is also clearly preferred over a local brand along all dimensions of consumer‐based brand equity amongst high status‐seeking consumers. Further, a local brand is clearly preferred in terms of consumer‐based brand equity over the global brand by Australians whereas the global brand remains a clear favourite with non‐Australians.

Research limitations/implications

Findings may not generalize beyond Australian sample and the product category.

Originality/value

This empirical research explores how global and local brands may compete with each other based on their strengths. This research also addresses a theoretical gap identified by Yoo and Donthu.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 23 no. 3
Type: Research Article
ISSN: 1355-5855

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