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1 – 10 of 792
Open Access
Article
Publication date: 25 October 2019

Miguel Ángel Lopez-Lomelí, Joan Llonch-Andreu and Josep Rialp-Criado

This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the…

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Abstract

Purpose

This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual.

Design/methodology/approach

This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed.

Findings

The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand.

Originality/value

This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers’ efforts to develop more effective global, glocal and local marketing strategies for brand positioning.

Propósito

El presente trabajo persigue contribuir a la literatura sobre marcas al tratar sobre las marcas locales y las marcas glocales, puesto que éstas han estado menos estudiadas que las marcas globales.

Diseño/metodología/enfoque

Definimos un modelo que relaciona las creencias de marca (la calidad de marca, la imagen de marca, la familiaridad de marca y la marca como señal de valor social), las actitudes de marca y las intenciones de compra de la marca, probamos el modelo con una muestra de diferentes categorías de marcas de consumo (local, global y glocal) y analizamos la influencia del tipo de marca en estas relaciones.

Resultados

Nuestros resultados sugieren que la calidad es el impulsor más importante de la actitud hacia la marca, para cualquier tipo de marca, y que la relación entre la calidad y la actitud hacia la marca, así como entre la actitud hacia la marca y la intención de compra es más débil para una marca glocal que para una local o global.

Originalidad/valor

La investigación proporciona nuevas evidencias empíricas en relación a la influencia del tipo de marca (local, global o glocal) en las asociaciones de marca y en la configuración de las actitudes hacia dichas marcas y en su intención de compra. Nuestro trabajo es de interés también para los directivos de marketing ya que les puede permitir desarrollar mejores estrategias de posicionamiento para marcas locales, globales o glocales.

Palabras claves

Marca global, Marca local, Marca glocal, Teoría de las señales, Actitud hacia la marca, Intención de compra

Tipo de artículo

Trabajo de investigación

Details

Spanish Journal of Marketing - ESIC, vol. 23 no. 3
Type: Research Article
ISSN: 2444-9709

Keywords

Open Access
Article
Publication date: 9 August 2021

Maryam Vaziri, Joan Llonch-Andreu and Pilar López-Belbeze

This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The…

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Abstract

Purpose

This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL.

Design/methodology/approach

Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs.

Findings

The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands.

Social implications

For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective.

Originality/value

This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.

Details

Journal of Islamic Marketing, vol. 14 no. 1
Type: Research Article
ISSN: 1759-0833

Keywords

Book part
Publication date: 7 October 2015

Heather Greenhalgh-Spencer

Ecosophy focuses on the broad and deep connections we all share; the relationships within, among, and between social processes, economies, ideologies, materialities, and living…

Abstract

Purpose

Ecosophy focuses on the broad and deep connections we all share; the relationships within, among, and between social processes, economies, ideologies, materialities, and living systems.

Methodology/approach

In order to bring ecosophical issues to the fore, I draw on a pedagogy of the glocal: a pedagogy informed by an awareness of, and aiming to create an awareness of, the ways that global trajectories intersect with local practices.

Findings

I analyze my own experiences using glocality as a pedagogy in several online courses for graduate students. As part of these courses, we worked toward an awareness and activism informed by both glocal understandings and ecosophic commitments.

Research implications

This research offers new ways to think about the commitments that are necessary for online learning in teacher education to move forward. Specifically that ecosophy can be applied to a variety of new problems in teacher education.

Originality/value

This chapter’s unique approach models thinking with theory in online education. It also offers a valuable underused way to integrate technology and pedagogy through shared commitments.

Details

Exploring Pedagogies for Diverse Learners Online
Type: Book
ISBN: 978-1-78441-672-0

Keywords

Article
Publication date: 30 July 2020

Radoslaw Wisniewski and Justyna Brzezicka

This paper aims to analyse globalisation, localisation and glocalisation on the real estate market and define the characteristic features of a glocal real estate market (GREM)…

Abstract

Purpose

This paper aims to analyse globalisation, localisation and glocalisation on the real estate market and define the characteristic features of a glocal real estate market (GREM). The GREM involves real estate properties and real estate products, as well as linking the local and global dimensions of real estate market. Further aims of the study were to provide a methodology for developing the glocal real estate market index (GREMI), and compare selected European markets by analysing their glocalisation potential.

Design/methodology/approach

A novel method of identifying and assessing the GREM was prepared in the work. The methodology provides tools for calculating the GREMI. This is an index based on a few dozen variables from various thematic scopes, describing the glocalisation potential of a selected market, calibrated to a range <0, 1>. GREMI values were calculated for 12 countries, which accessed European Union (EU) in 2004. The sample covers period from 2004 to 2017.

Findings

The study shows that the GREMI continues to increase in all countries over time and the results are becoming synchronised. Romania is a country with the highest number of minimum GREMI values in all years (2004–2017). The highest values of the GREMI were determined in Estonia over the period of nine years (2004–2006, 2008 and 2013–2017).

Research limitations/implications

The prepared index may be applied to analyse different real estate markets, though the necessity to select an identical set of variables for analysis to allow for comparing between markets is a limitation for applying the method. The actual selection of variables is also a study limitation, which was of an opening nature to research in this scope and may be disputable.

Originality/value

This paper provides the original methodology of the GREMI index for countries joining the EU from 2004 onwards.

Details

Journal of European Real Estate Research , vol. 14 no. 1
Type: Research Article
ISSN: 1753-9269

Keywords

Article
Publication date: 23 March 2012

Megha Jain, Shadab Khalil, Angelina Nhat‐Hanh Le and Julian Ming‐Sung Cheng

This study aims to provide insights into glocalisation of international channels of distribution. The study also seeks to identify the key principles and patterns of glocalisation…

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Abstract

Purpose

This study aims to provide insights into glocalisation of international channels of distribution. The study also seeks to identify the key principles and patterns of glocalisation in general.

Design/methodology/approach

The authors utilise the single case study approach to study glocalisation in international channels of distribution by conducting in‐depth interviews with the firm's senior executives.

Findings

Results reveal that the firm employs glocal channels of distribution strategies. The study specifically identifies two types of glocalisation: inter‐decision and intra‐decision, and it is found that the firm follows a combination of both. The findings also suggest that the decision on how to glocalise channel strategies is based upon the firm's global practices as well as several local conditions specific to individual markets.

Practical implications

The study concludes that there is no uniform formula to pursue glocalisation. Firms may choose to pursue inter‐decision or intra‐decision glocalisation, or a combination of both. However, the decision should be based on a careful assessment of the firm's global philosophy, the channel decision involved, and ground realities in each market.

Originality/value

The study shows how glocalisation can be applied to international channel strategies. The study fills the gap in prior literature by throwing light on the lesser understood “global dimension” of a glocal strategy. The study may be the first to identify different types of glocal strategies and thus offers relevant insights into the concept of glocalisation. The study also adds to the limited knowledge on practicable application of glocalisation among both academics and practitioners.

Article
Publication date: 17 February 2012

Henry F.L. Chung, Cheng Lu Wang and Pei‐how Huang

Although the relation between standardization/adaptation strategy and performance has been extensively examined in the international marketing literature, the findings concerning…

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Abstract

Purpose

Although the relation between standardization/adaptation strategy and performance has been extensively examined in the international marketing literature, the findings concerning these factors are still inconclusive. The conflicting results might relate to the analysis approach adopted in prior research, which tends to focus on the direct effect of marketing strategies. By utilizing the contingency theory, the purpose of this paper is to uncover the moderation factors for the strategy‐structure‐performance paradigm in the export sector. Internal, external and product‐related factors are explored.

Design/methodology/approach

This study focuses on four strategy and structure combinations: The global approach (standardization‐centralization); the glocal approach (standardization‐decentralization); the regcal approach (adaptation‐centralization); and the local approach (adaptation‐decentralization). The interactive effect of the four approaches and a set of contingent factors are examined based on the experience of 151 exporting firms operating in the EU region. The respondent firms operate in various manufacturing and service industries.

Findings

It is revealed that firm size, international business experience, consumer characteristics, the legal environment, cultural distance and the nature of the products play a moderating role between a firm's adoption of a particular approach and its performance, as measured by market share and sales growth, dependent on the relevant marketing program elements (i.e. product, price, promotion and place).

Originality/value

The research findings presented in the paper have significant implications for future research and strategic application.

Open Access
Article
Publication date: 7 April 2023

Kanchana Dissanayake and Rudrajeet Pal

Used clothes supply chains are becoming increasingly complex, fragmented and less transparent due to rising volumes of discarded clothes and its dispersed reverse logistics…

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Abstract

Purpose

Used clothes supply chains are becoming increasingly complex, fragmented and less transparent due to rising volumes of discarded clothes and its dispersed reverse logistics operations across the Global North (GN) and Global South (GS). While it has a promising impact on circular economy and international trade growth, increasing exports of used clothes and overflowing landfills raise some negative concerns on its overall sustainability. This paper addresses the dichotomy that exists in terms of interpreting the sustainability credentials of used clothes supply chains.

Design/methodology/approach

A systematic literature review was carried out and 55 articles were examined to identify the triple bottom line (TBL) sustainability impacts of used clothes supply chains. TBL sustainability issues were identified, reflected through the lens of natural resource-based view and interpreted in the form of propositions.

Findings

The paper pinpoints seven TBL sustainability concerns and prescribes three sets of strategic resources required in glocal used clothes supply chains for mitigating these. These are (1) slowing the supply chain by tackling poor quality, overproduction and oversupply issues, (2) improving logistics/supply chain infrastructure and ecosystem collaboration and (2) embedding transparent environmental, social and governance (ESG) measures taken by both value chain actors and regulatory bodies, for embracing system-level sustainable development.

Originality/value

This is one of the first studies to analyse TBL sustainability of glocal north–south used clothes supply chains. The study is unique in terms of its scope and contribution to the sustainable supply chain literature.

Details

The International Journal of Logistics Management, vol. 34 no. 7
Type: Research Article
ISSN: 0957-4093

Keywords

Article
Publication date: 1 October 2006

Göran Svensson

The objective of this paper is to conceptualize and define a concept (i.e. born glocals) that may contribute to unite the terminology into one common concept.

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Abstract

Purpose

The objective of this paper is to conceptualize and define a concept (i.e. born glocals) that may contribute to unite the terminology into one common concept.

Design/methodology/approach

A literature review is provided. A concept is conceptualized.

Findings

The current terminology should be derived from and underpinned by conceptual and definitional attributes beyond what currently appear to be buzzwords.

Research limitations/implications

The concept of born glocals coined by the author should be seen as a compromise to unite the disparate terminology used to label the phenomenon in focus.

Originality/value

The field of research, its researchers and others (i.e. scholars and practitioners) interested in the phenomenon at hand would benefit from having access to a common terminology.

Details

Management Decision, vol. 44 no. 9
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 1 August 2002

Göran Svensson

The topic of this article is the term “global marketing” and the phenomenon of the “globalization” of marketing activities. Global marketing is a theoretical concept that in a…

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Abstract

The topic of this article is the term “global marketing” and the phenomenon of the “globalization” of marketing activities. Global marketing is a theoretical concept that in a managerial context is hardly applicable. Global marketing and the globalization of marketing activities have become a cliché among marketing scholars and marketing practitioners. Also introduced and discussed is the concept “glocal marketing” to fill the gap or vacuum between the theoretical concept of global marketing and the empirical phenomenon of the globalization of marketing activities applied both by marketing scholars and by marketing practitioners.

Details

Management Decision, vol. 40 no. 6
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 10 May 2018

Kirstie McAllum

The purpose of this paper is to focus on how the author’s status as an international academic wanting to maintain “local” research relationships in the author’s country of origin…

Abstract

Purpose

The purpose of this paper is to focus on how the author’s status as an international academic wanting to maintain “local” research relationships in the author’s country of origin both improved and derailed the process of conducting an organizational ethnography.

Design/methodology/approach

Using visual representations of the research design process inspired by Maxwell’s (2013) model, the paper traces the evolution of a glocal engaged scholarship project and the personal, professional, and commitments that pulled the researcher and the research project in competing directions.

Findings

The first iteration of the project showed that, despite geographical nomadism, the author was firmly anchored to professional norms and methodological choices, with these attachments to values, principles, and practices constituting a global academic “home.” As the project unfolded, local organizational needs and desires that called into question the researcher’s local organizational knowledge and methodological choices destabilized the author’s sense of home, creating a situation of “away-ness” that acted as a catalyst for reflexivity about the project and relationships with organizational partners.

Originality/value

By overturning a view of home as being rooted in a particular locale and homelessness as being nomadic, this confessional tale problematizes the idea that some organizational ethnographers and projects are local while others are foreign.

Details

Journal of Organizational Ethnography, vol. 7 no. 2
Type: Research Article
ISSN: 2046-6749

Keywords

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