Search results

1 – 10 of over 44000
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

Keywords

Article
Publication date: 25 July 2022

Dalia Abdel Rahman Farrag and Sahar Raafat Abu Gharara

The purpose of this exploratory paper is to investigate and understand the most important factors that influence Arab-origin brands to go global and to appear in brand

Abstract

Purpose

The purpose of this exploratory paper is to investigate and understand the most important factors that influence Arab-origin brands to go global and to appear in brand valuation studies.

Design/methodology/approach

Initially, content analysis on current literature has been conducted followed by qualitative research in the form of in-depth interviews with marketing experts that own or work for successful Arab-origin brands in Muslim countries. Data has been collected related to brands from Qatar, United Arab Emirates, Egypt, Kuwait and Saudi Arabia. A total of 20 in-depth interviews have been conducted by using face-to-face/online voice recorded method. Interviews have been transcribed, coded and analyzed.

Findings

Findings revealed that the main factors affecting the global branding process for Arab-origin brands are internal as compared to external factors. Some of the factors are common with factors in current literature such as dealing with local competition, however, many new factors as well have been identified like brand essence/meaning, internal marketing, top management support and entering mature markets. Cultural heritage plays a significant role in the strategy, creativity and leadership related to building global brands in Arab/Islamic countries. A preliminary model has been proposed based on the findings.

Research limitations/implications

This study is just a starting point for further research. The interaction and relationship between internal and external factors could be further investigated. For example, top management support can moderate the influence of local competition in global markets (Carpenter and Fredrickson, 2001). The proposed framework should be quantitatively measured across different brands for further analyzing the main factors that influence Arab/Islamic-origin brands to go global and generalizing findings. Furthermore, the role of each factor may differ from one industry to another. For example in service organizations, frontline employees are crucial to the success of the organization and challenging to standardize across global markets. Investigating the different combinations of strategy, creativity and leadership from one global market to another opens doors for further scholarly work in this area.

Originality/value

This is a pioneer study in attempting to understand the most relevant factors influencing Arab-origin brands to go global as compared to Western brands that are commonly researched in the literature. This study opens doors to further research related to Arab-origin brands globalization process as well as provides interesting insights to marketers and brand owners about the real reasons that may hinder and genuinely influence Arab-origin brands from taking their locally successful brands fully global.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

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

Keywords

Abstract

Details

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

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

Keywords

Article
Publication date: 1 April 2022

Jiaxun He and Jiaye Ge

This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation…

Abstract

Purpose

This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection (BNC) in the changing world.

Design/methodology/approach

Besides the study of the development and validation of the BNC construct, this paper conducts two studies that use eight global brands from different categories to test hypotheses.

Findings

Two empirical studies show that brand innovativeness and national traditions have positive effects on BNC. Furthermore, technological turbulence moderates the impact of brand innovativeness on BNC, and cultural change moderates the relationship between national traditions and BNC. Meanwhile, BNC is an important determinant of perceived brand globalness, and both BNC and perceived brand globalness positively influence brand competence, with the former exerting a stronger effect.

Practical implications

The findings highlight that in the changing world, the coexistence of brand innovation and cultural traditions through strategic management is essential for brand competence. They also provide guidelines for emerging global brands to incorporate nation-related cues and global signals in their brand positioning to reinforce brand competence.

Originality/value

This study contributes to understanding how brand innovation and cultural traditions create value for emerging global brands in a rapidly changing environment. It also provides implications regarding how BNC helps emerging market brands to go global, and it presents a new understanding that both nation-level brand status and perceived brand globalness are signals that convey brand competence.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 5 April 2022

Ruiyang Hong, Zhe Zhang, Chun Zhang and Zuohao Hu

The purpose of this study is to investigate hybrid brand positioning strategies for emerging market brands based on two positioning elements: brand country-of-origin (COO…

Abstract

Purpose

The purpose of this study is to investigate hybrid brand positioning strategies for emerging market brands based on two positioning elements: brand country-of-origin (COO) and brand globalness.

Design/methodology/approach

Researchers conducted two studies. In Study 1, a survey of 128 brand managers of emerging market brands were used to examine whether asymmetric positioning strategies improve brand preference more than symmetric strategies, and if so, which type of asymmetric strategies improves brand preference more. In Study 2, a consumer experiment in the USA was conducted to identify the positioning strategy for emerging market brands that improve brand preference the most.

Findings

For emerging market brands, at any given value of COO or global elements, asymmetric strategies outperform symmetric strategies in terms of brand preference. On average, the best hybrid positioning strategy is the one that highlights brand COO and de-emphasizes brand globalness.

Originality/value

A large body of branding literature examines COO and globalness separately without considering their co-presence in the same brand positioning strategy. Few studies that examine the joint influence of brand COO and globalness focus on established brands from developed markets and do not examine whether highlighting both brand COO and global elements equally is an effective positioning strategy for emerging market brands. This study introduces a framework to systematically examine the various combinations of COO and global elements in a brand’s positioning strategies for emerging market brands. By conducting two studies, the authors empirically test the influence of various combinations of COO and global elements on brand preference for emerging market brands from both firm and consumer perspectives.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

Keywords

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. 34 no. 7
Type: Research Article
ISSN: 1355-5855

Keywords

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. 31 no. 5
Type: Research Article
ISSN: 1061-0421

Keywords

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

8036

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

Keywords

1 – 10 of over 44000