Search results
1 – 10 of over 43000Peter 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 performance data…
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
Keywords
Douglas Ewing, Mohammadali Zolfagharian and Sasawan Heingraj
This study links ethnic identity and global identity with perceptions of brand globalness (BG) and brand local iconness (BLI) regarding home country brands. Identity Theory…
Abstract
Purpose
This study links ethnic identity and global identity with perceptions of brand globalness (BG) and brand local iconness (BLI) regarding home country brands. Identity Theory considers consumer behavior as driven by multiple identities concurrently and interactively.
Design/methodology/approach
Samples from two populations, Mexicans living in Mexico and Mexican Americans in the United States, were exposed to eight randomly presented real-world Mexican brands, followed by existing measures for several constructs. Comparing such populations is uniquely appealing for studies of immigrants’ home country brands. Data is analyzed via linear regression.
Findings
Ethnic and global identities have an interactive effect on BG, BLI, and purchase intention even after controlling for ethnocentrism and cosmopolitanism. With the interaction term between ethnic identity and global identity included in the model, (a) global identity exhibits more efficacy than ethnic identity in explaining purchase intention; and (b) relationships involving BLI grow stronger while those involving BG become weaker. The direction of the effect of global identity depends on whether BG or BLI serves as the mediator. Ethnic identity has a significant effect on purchase intention through BLI among Mexican Americans.
Originality/value
Simultaneous focus on two interacting identities is novel in the international branding space. This approach is useful for illuminating the effects of brand attributes including BG and BLI as well as studying branding effects where self-symbolizing is of interest.
Details
Keywords
Brittney C. Bauer and Clark D. Johnson
Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global…
Abstract
Purpose
Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global nature of the partner impacts important brand-related outcomes and identifies underlying psychological process mechanisms and contextual variables that affect this relationship.
Design/methodology/approach
Across three experiments, we investigate how the type of joint advertising partner impacts consumer attitudes and behaviors. We establish the number of similarities between the partners and perceived cognitive fit as the mediating process mechanisms underlying this relationship, with holistic processing moderating the effect.
Findings
We find that when consumers are exposed to joint advertisements between domestic or global [foreign] brands, they will be able to generate more [fewer] similarities between the partners and perceive a stronger [weaker] cognitive fit. Moreover, these similarities interact with consumer cultural traits related to holistic processing style to differentially influence perceived cognitive fit and downstream consumer attitudes and behaviors.
Originality/value
Partnering for mutually beneficial, joint advertisements is a growing phenomenon that redefines traditional thinking about advertising, but the success of the joint advertisement is contingent upon the characteristics and compatibility of the partners.
Details
Keywords
Debashree Roy Bhattacharjee, Abhisek Kuanr, Neeru Malhotra, Debasis Pradhan and Tapas Ranjan Moharana
Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer…
Abstract
Purpose
Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer engagement with global brands by uncovering the mediating mechanism of brand psychological ownership and moderating mechanism of global connectedness. The research framework is tested across developed and developing country contexts to highlight any cultural differences in the drivers of customer engagement with global brands.
Design/methodology/approach
Data were collected from developed (USA; n = 270) and developing (India; n = 273) countries through two online surveys and tested, employing structural equation modeling, across the two markets to investigate cross-cultural variations.
Findings
Social self-congruity has the strongest influence on customer engagement for USA consumers, while all three forms of self-congruity are equally important in India. Psychological ownership consistently works as the mediating mechanism across both contexts. While global connectedness accentuates the relationship between self-congruity and brand psychological ownership for Indian consumers, it attenuates the relationship amongst USA consumers.
Originality/value
While prior literature mainly establishes a direct link between self-congruity and customer engagement, this study provides a deeper understanding of the self-congruity–customer engagement relationship by: a) investigating the mediating role of psychological ownership; b) examining the moderating role of global connectedness and c) studying all three forms of self-congruity (i.e. actual, ideal and social) simultaneously. The study, testing the framework in developing and developed country settings, highlights cultural nuances in forming customer engagement with global brands.
Details
Keywords
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…
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
Keywords
Peter Hirsch and Najia Shaukat
The creation of a truly global marketplace with a rapidly expanding middle class has created unparalleled opportunities global brands and the multinational corporations that own…
Abstract
Purpose
The creation of a truly global marketplace with a rapidly expanding middle class has created unparalleled opportunities global brands and the multinational corporations that own them. From household and food products to travel and luxury brands, this converging global market with converging lifestyle aspirations would appear to enable global brand stewardship on an unprecedented scale. At the same time, brand marketing and corporate communications practices around the world have become increasingly consistent, eradicating what were once sharp local differences in theory and practice in different countries. The paper aims to focus on this issues surrounding this.
Design/methodology/approach
To understand the hidden obstacles to a seamless global approach to corporate and brand marketing, Porter Novelli commissioned Harris Interactive to conduct an online survey of the communications directors of US‐based global multinationals asking detailed questions about what they believe is working well in their global PR networks and what they believe is less than satisfactory. They were asked to rank the importance of a set of core attributes relating to brand marketing and corporate communications and then to rate the performance of their internal PR organization on those attributes.
Findings
The outcome of this research revealed five key sources of what can be called network inertia which is discussed in more detail in another paper.
Originality/value
Offers clear actions for global multinationals to meet the extraordinary difficulties in managing their PR networks to create and nourish effective and consistent brand stewardship across the globe.
Details
Keywords
Examines the motivation for and the benefits of a global brandingstrategy, and sets out a framework for its implementation. Discusses theinternational environmental circumstances…
Abstract
Examines the motivation for and the benefits of a global branding strategy, and sets out a framework for its implementation. Discusses the international environmental circumstances conducive to global branding, analyses the major functions and benefits of the strategy – advertising cost savings, rapid introduction of product innovation and improved identification and motivation of the workforce with the enterprise. Finally deals with the organizational conditions for global branding, such as strategic planning and controlling, organizational anchoring and marketing research. Draws on both English and German management literature.
Details
Keywords
The purpose of this paper is to explore global brands, global consumer culture (GCC) and globalization, and offers a thesis in line with Steenkamp (2019) regarding the world’s…
Abstract
Purpose
The purpose of this paper is to explore global brands, global consumer culture (GCC) and globalization, and offers a thesis in line with Steenkamp (2019) regarding the world’s continued move toward greater integration.
Design/methodology/approach
The study examines the three concepts articulated by Steenkamp (2019): global brands, GCC and globalization.
Findings
Globalization is often thought of as a necessary condition for the existence of global brands and GCC. However, global brands existed long before the transition toward an increasingly integrated world. Further, global branding is related to the development of GCC as an intermarket segment. The paper also highlights the absence of an operational definition for global brands and the overemphasis on consumer brands as the drivers of much of the research in global branding and GCC.
Originality/value
The paper offers a different perspective on the GCC phenomenon, and identifies new avenues for future research.
Details
Keywords
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 toward…
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
Keywords
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