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Article
Publication date: 29 April 2022

Asif Ali Safeer, Muhammad Abrar, Hancheng Liu and He Yuanqiong

This study examined the effects of perceived brand localness (PBL) and perceived brand globalness (PBG) on consumer behavioral intentions (CBIs) (PI – purchase intentions, PP …

1317

Abstract

Purpose

This study examined the effects of perceived brand localness (PBL) and perceived brand globalness (PBG) on consumer behavioral intentions (CBIs) (PI – purchase intentions, PP – price premium and WOM – word of mouth) via brand authenticity (BA). Additionally, this study considered the moderating impact of uncertainty avoidance (UA) and the control variable brand familiarity (BF) in emerging markets (EMs), specifically from China and Pakistan contexts.

Design/methodology/approach

This study scrutinized 1,638 responses (China, n = 804 and Pakistan, n = 834) from consumers who used discussed local and global brands. The proposed hypotheses were evaluated using the PLS-SEM technique.

Findings

The findings indicated that the PBL and PBG favorably impacted BA, which significantly affected CBIs in both EMs. Specifically, PBL strongly influenced BA in China, whereas PBG strongly affected BA in Pakistan. The direct effects of PBL and PBG supported CBIs (PI, PP and WOM) in Pakistan. Likewise, PBL was significant on PP and WOM, whereas PBG was significant on PP in China. In Pakistan, UA had a significant moderating impact on PBL and BA. Similarly, UA acted as a positive moderator between BA and CBIs (PI and WOM) in Pakistan but was not supported in China.

Research limitations/implications

This study examined only two EMs. Future studies may examine emerging vs developed markets. Theoretically, PBL and PBG are important brand signals associated with brand authenticity that communicate to mitigate information asymmetry in EMs. Likewise, brand authenticity was recognized as a positive signal that effectively corresponds to CBIs (in terms of their PI, PP, WOM) by fulfilling brand promises in both EMs. Additionally, UA was proved an effective moderator, improving consumer perceptions of brand authenticity about local brands and increasing PI and WOM toward perceived authentic brands in Pakistan.

Practical implications

This research revealed important recommendations to help local and global managers in developing and executing several branding strategies in EMs (China and Pakistan). Practically, by improving the brand's localness and globalness, local and global managers may successfully position their brands to influence consumers' perceptions in EMs. Similarly, brand authenticity is a vital positioning tool for managers that favorably influence consumer behavior. Additionally, managers can segment and target their markets by classifying high and low UA consumers, particularly in Pakistan.

Originality/value

Following signaling theory, this is the first study that contributes toward CBIs in EMs via brand authenticity and considering cultural factors (uncertainty avoidance) from the domestic and international branding perspectives.

Article
Publication date: 19 July 2011

Nina M. Iversen and Leif E. Hem

Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived…

2729

Abstract

Purpose

Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived global or local origin impacts evaluations of brand extensions and creates transfer effects of brand meaning. The paper conceptually characterizes the transference process and empirically tests the nature and extent of spillover effects of origin associations across multiple parent brands and extensions.

Design/methodology/approach

For the empirical testing of the conceptual model of transfer effects of origin associations we undertook a cross‐sectional consumer survey amongst a sample of 267 Norwegian respondents. Structural equation modelling was used to investigate the causal relationships between the latent exogenous and endogenous variables in the conceptual model.

Findings

The present study indicates that the global and local origin framework, first introduced by Steenkamp et al. in 2003, can explain the occurrence of reciprocal transfer of brand meaning across parent brands and extensions. The paper shows that global and local origin associations operate in a manner very similar to brand associations in the transference of perceptions. It finds that distinct origin associations influence the pre‐brand image and drive the forward effect on the attitude towards the extension as well as the subsequent backward effect upon the post‐brand image of the parent brand.

Originality/value

This paper reveals for the first time that distinct origin associations can initiate spillover effects across parent brands and extensions. This study is therefore an important step towards the generalizability of main brand extension studies to other contexts such as extensions of global brands.

Details

International Marketing Review, vol. 28 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 26 October 2012

Jing Jiang and Ran Wei

The purpose of this research is to study creative strategy and execution as opposed to all elements of marketing and advertising standardization. It explores the standardization…

12468

Abstract

Purpose

The purpose of this research is to study creative strategy and execution as opposed to all elements of marketing and advertising standardization. It explores the standardization model (e.g. global, glocal, local, and single case strategy) by examining the international advertising strategies that multinational corporations (MNCs) from North America, Europe, and Asia used in their advertising campaigns targeting two culturally different markets: the United States and China.

Design/methodology/approach

A content analysis of 210 print advertisements compares the extent of standardization in creative strategy and execution across product country of origin (Japan, Korea, Belgium, France, Germany, Great Britain, the Netherlands, Sweden, Switzerland, and the United States). Western versus non‐Western cultural cues are also coded and examined.

Findings

Overall, MNCs are more likely to adopt the glocal strategy than any other strategies in their international campaigns. Specifically, EU‐based MNCs tend to pursue the global strategy, whereas the North America‐based MNCs seem to favor the glocal strategy and Asia‐based MNCs tend to use local strategy. Western and non‐Western cultural values are found to manifest in the American and Chinese ads similarly, indicating a trend of increasing similarity in international advertising in face of global consumer culture.

Research limitations/implications

The results of this content analysis provide a fuller picture in understanding the long‐standing issues of standardization in international advertising because of an approach to analyze creative strategy separately from execution. However, content analysis is inherently limited in inferring causality between observed patterns and mechanisms/variables that account for the patterns. Also, the time frame for sample selection, which is set as a year prior to the 2008 global financial crisis, is another limitation of the study.

Practical implications

There is an ongoing trend of using “one‐creative, multiple‐execution” strategy in international advertising. MNCs may distinguish advertising creative strategy from execution when developing their international advertising campaigns.

Originality/value

First, this study addresses the issue with a clear conceptual definition of standardization and differentiates the strategic and tactic standardization. Second, this is the first attempt to explore the standardization model using a sample of 51 multinational brands from North America, Europe, and Asia. The authors find that MNCs are practicing some standardization advertising strategy, but to varying degrees. Third, this study identifies and empirically tests two external factors – culture and convergence of external markets – that influence standardization.

Article
Publication date: 6 April 2023

Timo Mandler, Fabian Bartsch, Tinka Krüger, Kyung Ae Kim and C. Min Han

This research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.

Abstract

Purpose

This research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.

Design/methodology/approach

The authors analyze survey data from Chinese consumers (N = 395) and South Korean consumers (N = 420) using multi-group structural equation modeling. In both countries, the authors use Japanese products as stimuli, ensuring high comparability levels between the studies.

Findings

The authors empirically demonstrate that PBG can mitigate the negative consequences of consumer animosity by weakening the spillover effect between product–country image and brand evaluations. However, the authors find the mitigating effect of PBG only in China, not in South Korea.

Originality/value

By highlighting PBG's role as an actionable moderator that firms can manipulate to attenuate the negative consequences of consumer animosity toward a brand's country of origin, this work adds to the much-needed debate about how animosity-induced effects can be mitigated in times of global conflicts and tensions.

Details

International Marketing Review, vol. 40 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Book part
Publication date: 23 August 2011

Shintaro Okazaki, Barbara Mueller and Sandra Diehl

Purpose – This chapter presents a framework useful in conducting multicountry marketing and advertising research. For the purpose of illustrating the series of steps involved in…

Abstract

Purpose – This chapter presents a framework useful in conducting multicountry marketing and advertising research. For the purpose of illustrating the series of steps involved in conducting such investigations, a six-country study examining global consumer culture positioning (GCCP) is presented. The suggested steps are relevant for the exploration of a wide variety of marketing- and advertising-related topics.

Methodology/approach – Steps essential to a well-planned research design are addressed in detail, including: theory identification, stimuli selection, hypotheses formulation, measurement development, country selection, fictitious ad development, survey design, cross-national data equivalence, and hypotheses testing. Particular attention is given to construct specification (in this case for soft-sell and hard-sell advertising appeals) and fictitious ad development. General consumers in six countries responded to the ads. Specific procedures for validating formative constructs and testing their cross-country equivalency are suggested.

Findings – The chapter provides practical recommendations for conducting cross-cultural research. These recommendations are likely to prove useful to both researchers conducting multicountry investigations, and to instructors teaching graduate-level courses in international marketing and advertising research.

Originality/value of paper – Multicountry research requires a series of challenging decisions. Although a well-planned research design is particularly essential in a cross-cultural setting, little attention has been given in providing researchers and instructors with methodological recommendations. This chapter is intended to be a useful reference for these audiences.

Article
Publication date: 1 October 2011

Do Young Pyun, Hyungil H Kwon and Chul-Won Lee

This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global

Abstract

This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global sports brand. The English Premier League was selected as a global sports brand and four hypotheses were established to explain how consumers' perceived brand globalness affected their watching intention. Data were collected from 302 collegians in Republic of Korea. Results showed that perceived brand quality partially mediated the relationship between perceived brand globalness and watching intention, and ethnocentrism played a moderating role. The findings contribute to our understanding of consumption activities of global sport brands.

Details

International Journal of Sports Marketing and Sponsorship, vol. 13 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 13 September 2021

Leeford Edem Kojo Ameyibor, Peter Anabila and Yvonne Kabeya Saini

This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context…

2453

Abstract

Purpose

This study aims to investigate the relationship between brand positioning and business performance, as well as the mediation effect of brand equity between them within the context of Ghana’s alcoholic beverages industry.

Design/methodology/approach

A sample of 196 staff across four alcoholic beverage firms in Accra, Ghana was selected using a judgemental sampling technique. A structural equation modelling approach using partial least squares was used to conduct the analyses to answer the research hypotheses.

Findings

All the hypotheses were confirmed in line with extant literature. Specifically, the study found a positive relationship between brand positioning and business performance. The study also found that brand equity partially mediates the relationship between brand positioning and business performance.

Practical implications

The study serves as a useful guide to strategy and policy formulation in branding in general and specifically on how brand positioning can be effectively deployed as a key strategy to enhance business performance.

Originality/value

The study has practical implications not only for the marketing and sale of alcoholic beverages in Ghana to achieve financial performance but also for lasting competitive advantage.

Details

International Journal of Wine Business Research, vol. 34 no. 1
Type: Research Article
ISSN: 1751-1062

Keywords

Article
Publication date: 29 January 2021

Cher-Min Fong, Hsing-Hua Stella Chang, Pei-Chun Hsieh and Hui-Wen Wang

The present research responds to researchers’ calls for more research of consumer animosity on potential boundary conditions (e.g. product categories) and marketing strategies…

Abstract

Purpose

The present research responds to researchers’ calls for more research of consumer animosity on potential boundary conditions (e.g. product categories) and marketing strategies that may mitigate such negative impacts on marketers’ product and/or brand performance, with a special focus on the soft service sector. This paper aims to address the unique characteristics of service internationalization, i.e. cultural embeddedness, hybridized country origins and high consumption visibility, by proposing a social identity signaling model to explain consumer animosity effects in the soft service sector.

Design/methodology/approach

Two surveys (Pretest with 240 participants and Study 1 with 351 participants) and one experiment (Study 2 with 731 participants) were conducted to empirically test our hypotheses in the Japanese-Chinese relationship context.

Findings

The stronger the national/cultural symbolism and social expressiveness, the stronger the consumer avoidance for the service category. Then the consumer culture positioning strategy that can mitigate an offending country’s cultural symbolism can reduce consumer avoidance.

Originality/value

This research introduces two factors that could affect the negative social identity signaling capacity of service categories in the animosity context: the national/cultural symbolism reflecting an offending country and the social expressiveness communicating social identity. In line with the social identity signaling perspective, the present research specifically uses consumer avoidance as the dependent variable to capture the notion that consumers avoid consuming services because they wish to avoid being associated with an offending country that may threaten their in-group social identities.

Article
Publication date: 25 April 2022

Enav Friedmann, Merav Weiss-Sidi and Tiziano Vescovi

Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting…

Abstract

Purpose

Past marketing research has found that hedonic utility is more important for Western cultures, whereas social utility is more important for Eastern cultures, suggesting differential positioning in each culture. However, the research has so far focused on a single choice context of one brand. This paper aims to examine cultural differences in utility importance using two brand choice contexts: single choice and brand selection.

Design/methodology/approach

Four studies (n = 1268) were conducted. Study 1 focused on a single choice context by asking directly about utility importance when choosing a cellphone. Study 2 focused on a brand selection context using conjoint analysis for the same cellphone category used in Study 1. To validate the results of Studies 1 and 2 with the categories of perfume, sports shoes and computers, Study 3 analyzed single and selection contexts using latent regression methods. Finally, Study 4 explored the role of cognitive load in explaining the differences between the two choice contexts using the laptop category.

Findings

The analyses of the brand selection context, which simulates real-life choice, revealed that the importance ascribed to utilities was not idiosyncratic for each culture. In contrast, single-choice contexts demonstrated stereotypical cultural differences.

Originality/value

Positioning a specific utility message to fit the culture stereotype might not be necessary, as it does not always affect brand choice in a competitive environment.

Details

Journal of Product & Brand Management, vol. 31 no. 7
Type: Research Article
ISSN: 1061-0421

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 Connection…

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. 40 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

11 – 20 of over 33000