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Article
Publication date: 8 October 2019

Bashar S. Gammoh, Anthony C. Koh and Sam C. Okoroafo

This study aims to extend current research efforts by utilizing the institutional theory to propose cross-cultural-based asymmetrical moderating effects of ethnocentrism and…

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Abstract

Purpose

This study aims to extend current research efforts by utilizing the institutional theory to propose cross-cultural-based asymmetrical moderating effects of ethnocentrism and cultural openness on the effectiveness of global, foreign and local consumer culture brand positioning strategies of high-tech products.

Design/methodology/approach

This study used an experimental design in the USA (developed country) and India (developing country). Print advertisements across the two countries were used to explore the proposed moderating effects of ethnocentrism and cultural openness on consumer brand evaluations of a high-tech product under the three different consumer culture brand positioning strategies.

Findings

Overall, this study provided empirical evidence in support of the proposed cross-cultural asymmetrical effects. The study findings indicate that consumer ethnocentrism seems to be more important in influencing a subject’s brand evaluations across the positioning strategies in a developed country like the USA, while consumer cultural openness will be more important in influencing a subject’s brand evaluations across the positioning strategies in a developing country like India.

Originality/value

Despite existing research efforts on the potential benefits of positioning brands using global, foreign or local consumer cultures, there is a lack of empirical evidence regarding the effectiveness of these positioning strategies across different cultures. Theoretically, this research draws on the institutional theory to investigate the asymmetrical cross-cultural moderating effects of ethnocentrism and cultural openness on the effectiveness of the three-consumer culture brand positioning strategies. Managerially, this study provides empirically based suggestions for brand managers attempting to position their brands with different segments of consumers while highlighting the importance of cultural differences between developed and developing markets.

Details

Journal of Product & Brand Management, vol. 29 no. 3
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 1 March 2011

Bashar S. Gammoh, Anthony C. Koh and Sam C. Okoroafo

The purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer

13187

Abstract

Purpose

The purpose of this paper is to examine the impact of global consumer culture positioning (GCCP) in comparison to local consumer culture positioning (LCCP) strategies on consumer evaluations of a new unknown brand.

Design/methodology/approach

Using an experimental method in the USA and India, the paper examines if the use of such positioning strategies in a print advertisement stimuli influence consumer evaluations of a fictitious brand.

Findings

The results support the effectiveness of such strategies as demonstrated by overall improvement in subjects' attitudinal evaluations of the fictitious brand when GCCP is used relative to the use of LCCP. Furthermore, our results show a moderation effect for subjects' level of belief in global citizenship on the effectiveness of the GCCP strategy. These results were observed across the two samples.

Research limitations/implications

This study provides valuable managerial insights into the potential value of GCCP strategy and offers specific strategic positioning guides to brand managers competing in the global marketplace.

Originality/value

With the emergence of global market segments, it is important to assist brand managers seeking to strengthen their brand's equity in a competitive global marketplace. This paper contributes to the literature on international brand positioning by empirically investigating the usefulness of GCCP as a strategic positioning guide for global marketing managers.

Details

Journal of Product & Brand Management, vol. 20 no. 1
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 9 November 2015

Sarah De Meulenaer, Nathalie Dens and Patrick De Pelsmacker

The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers

4313

Abstract

Purpose

The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness.

Design/methodology/approach

The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters.

Findings

Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important.

Practical implications

The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name.

Originality/value

While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.

Details

International Marketing Review, vol. 32 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 7 June 2019

Katherine A. Meese, Thomas L. Powers, Andrew N. Garman, Seongwon Choi and S. Robert Hernandez

The purpose of this paper is to examine the relationship between country-of-origin (COO) and brand positioning in the context of the high-involvement service of health care. This…

Abstract

Purpose

The purpose of this paper is to examine the relationship between country-of-origin (COO) and brand positioning in the context of the high-involvement service of health care. This paper compares and analyzes different positioning strategies used in Europe, North America and the Middle East.

Design/methodology/approach

This paper uses content analysis of promotional materials for a sample of 168 health-care organizations located in 14 countries to identify brand positioning strategies used, such as foreign, local and global consumer culture positioning. A chi-square analysis and post hoc testing is used to examine how positioning strategies differ among regions.

Findings

The findings indicate that European and Middle Eastern health-care organizations most frequently use foreign consumer culture positioning, while North American institutions tend to use global consumer culture positioning. The findings indicate that health-care organizations in countries with a better reputation for care use different positioning strategies than in countries with a lesser reputation for quality care.

Practical implications

The findings are of value to international advertising and marketing professionals and hospitals seeking to attract patients globally in a competitive marketplace. Hospitals must consider their positioning relative to both domestic and international competitors and the COO of their target audience.

Originality/value

COO is important in high-involvement service industries because consumers lack the information needed to evaluate service quality. Consumers may rely on COO and brand positioning signals more heavily relative to goods or low-involvement services. However, little prior research exists examining COO effects and brand positioning for high involvement services and for health care specifically. This paper makes a unique contribution by filling this gap.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 13 no. 2
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 18 October 2019

Haiyang Huang and Jiaxun He

Synthesizing the unique Confucian cultural values and the common characteristics of emerging markets, the purpose of this paper is to examine how face drives consumers’ attitudes…

1267

Abstract

Purpose

Synthesizing the unique Confucian cultural values and the common characteristics of emerging markets, the purpose of this paper is to examine how face drives consumers’ attitudes toward global consumer culture positioning (GCCP) as well as the moderating roles of social aggrandizement and susceptibility to normative influence (SNI).

Design/methodology/approach

The authors adopt the total effect moderation model to test the hypotheses using data collected from China.

Findings

The results show that face positively affects consumers’ attitudes toward GCCP through enhancing their pursuit for global myth. In addition, social aggrandizement positively moderates the influence of face on pursuit for global myth. SNI positively moderates the influence of pursuit for global myth on attitudes toward GCCP.

Practical implications

The findings of this study highlight the need to utilize local powers to promote brands globally and provide guidelines for “Think Globally, Act Locally” in Confucian societies.

Originality/value

This study represents an important step in the global branding literature regarding the advancement of culturally driven attitudes toward GCCP by taking root in the Confucian culture.

Details

International Marketing Review, vol. 38 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 10 September 2020

Nina Michaelidou, Milena Micevski and Georgios Halkias

The present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories.

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Abstract

Purpose

The present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories.

Design/methodology/approach

The study employs a content analysis approach to investigate usage of CCP strategies and symbols across different CCP strategies, countries and product categories. The authors focussed on country of origin (COO) cues as symbols of CCP. The authors collected printed advertisements from countries at different levels of economic development and communication orientation for the content analysis, namely, Austria (n = 182), Hungary (n = 199) and Turkey (n = 120) and products with high- vs low-involvement levels.

Findings

Findings of this study indicated that global consumer culture positioning (GCCP) and local consumer culture positioning (LCCP) advertisements relied more on implicit symbols, while foreign consumer culture positioning (FCCP) advertisements predominantly employed explicit ones. Types of symbols and their utilisation varied across countries and product categories, with language, tag lines/logos and brand names being key components across different advertisements.

Practical implications

The results document the practices of CCP-based advertising, offering important insights on whether and how symbolism can be effectively used for communicating different CCPs across markets.

Originality/value

Little is known in terms of how specific symbols are used to communicate consumersculture. In this study, the authors analysed the content of 501 real-print advertisements across multiple countries and product categories. This study contributes to the theory and practice by revealing how consumersculture manifests through diverse COO symbols in advertising imagery and by facilitating the application of such manifestations across market contexts.

Details

International Marketing Review, vol. 38 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 10 January 2019

Timo Mandler

Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The…

2182

Abstract

Purpose

Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization.

Design/methodology/approach

An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)).

Findings

The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category.

Originality/value

The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.

Article
Publication date: 8 February 2016

Steven Chen

The purpose of this paper is to outline a framework for marketing cultural goods (e.g. music) to global markets by examining modes of entry and positioning strategies used by…

9978

Abstract

Purpose

The purpose of this paper is to outline a framework for marketing cultural goods (e.g. music) to global markets by examining modes of entry and positioning strategies used by media producers of the South Korean music industry.

Design/methodology/approach

An historic analysis was implemented to investigate the modalities and structures through which cultural products are produced and disseminated. Data for this study came from 314 articles collected from www.allkpop.com, a leading English-language, South Korean popular culture news site.

Findings

The cultural technology framework consists of the institutionalization of cultural technology, exportation of cultural content, collaborations with local talent, and joint ventures with local markets.

Research limitations/implications

The findings emerge from an analysis of South Korean popular music industries, and further research is needed to generalize the results across cultural industries.

Practical implications

The cultural technology framework can be applied to cultural industries such as music, film, comics, and art, where culture and language could be barriers to adoption.

Originality/value

This study outlines a framework for the modes of entry and positioning strategies of cultural goods (e.g. music) in international markets. Extant literature has examined global marketing from the purview of durable consumer goods and brands, with limited insights into cultural products. More broadly, this paper addresses the call for more qualitative inquiry into international marketing topics.

Details

International Marketing Review, vol. 33 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 20 January 2023

Yuanyuan Cai, Mengmeng Wang, Haiyang Huang and Quanyu Jiang

The COVID-19 pandemic has dramatically disrupted everyday life, leading to a cascade of negative emotional responses such as death anxiety. Against this backdrop, the purpose of…

Abstract

Purpose

The COVID-19 pandemic has dramatically disrupted everyday life, leading to a cascade of negative emotional responses such as death anxiety. Against this backdrop, the purpose of this paper is to focus on the buffering effect of brand attachment on death anxiety by exploring the roles of brand concepts and brand positioning on psychological compensation for security.

Design/methodology/approach

This multi-method paper features four studies and shows how brands can offer emotional support under high-risk circumstances.

Findings

Study 1 includes two surveys which offer preliminary evidence that death anxiety can enhance consumers’ brand attachment. Study 2 reveals a causal effect wherein consumers experiencing death anxiety are more likely to attach to brands with a self-transcendence (vs self-enhancement) concept. Study 3 examines the mediating role of need for security in the relationship between death anxiety and attachment to brands with a self-transcendence concept. Further, Study 4 indicates the moderating role of brand positioning: self-transcendence brands adopting local (vs global) positioning strategies are more likely to satisfy consumers’ need for security, thereby leading to strong brand attachment.

Originality/value

The findings of this paper contribute to the brand attachment literature and to the global branding literature regarding consumers’ emotional responses in the context of COVID-19. This paper innovatively frames brand concepts and brand positioning and provides actionable guidelines to help brands satisfy consumers’ needs amid a worldwide crisis.

Details

Journal of Product & Brand Management, vol. 32 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 4 February 2014

Jan-Benedict Steenkamp

The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand…

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Abstract

Purpose

The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes.

Design/methodology/approach

The approach is conceptual with illustrative examples.

Findings

The sources of global brand value and the processes through which global brands contribute to firm value differ systematically across types of global brands. This paper highlights interrelations and how different activities built upon and reinforce each other.

Research limitations/implications

The 4V model ties together broad strands of research conducted to date and offers insights into ways the paper might better understand and study global brands. It should inspire empirical research on the associations between the 4Vs.

Practical implications

International marketing managers should be able to develop and evaluate global brand strategies more effectively using the 4V model described in this paper. Linking their strategies to valued outcomes puts marketers more firmly at the level in the organization they deserve, namely, the C-Suite.

Originality/value

The framework offered in this paper is unique in that it blends insights obtained from multiple sources, namely, academic research, articles that appeared in the business press, case studies, and interactions with managers and policy makers around the world.

Details

International Marketing Review, vol. 31 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

1 – 10 of over 33000