How perceived brand globalness creates brand value

Steenkamp, Jan‐Benedict E. M.; Batra, Rajeev; Alden, Dana L.

doi:10.1057/palgrave.jibs.8400002

Cited by 894 publications

(1,357 citation statements)

References 31 publications

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“…To determine factors that have a strong influence on consumer's perception toward global brands, a great number of studies have been done before, to name a few, Shocker et al (1994), Batra et al (2000), Kinra (2006), Zhou & Hui (2007), and Steenkamp, Batra, and Alden (2003). Among them, Shocker et al (1994) proposed that perceived brand globalness was one of the most important factors affecting consumer perception of brand superiority.…”

Section: Critical Factors That Influence Consumer Purchase Likelihoodmentioning

confidence: 99%

The Mediating Effect of Quality and Prestige on the Relationship between Brand Globalness and Purchase Likelihood of HTC Mobile Phone

Moslehpour¹,

Pham²,

Yumnu³

2013

IBR

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Perceived brand quality (PBQ) and perceived brand prestige (PBP) have been considered very important mechanisms to predict the direct as well as indirect relationship between perceived brand globalness (PBG) and consumer purchase likelihood (CPL) in many studies. However, almost all studies focused on direct influence of PBQ and PBP on CPL, neglecting the mediating role of them. This study, therefore, aims at filling this research gap by investigating the mediating effects of PBQ and PBP on the relationship between the PBG and CPL in the mobile industry applied to the HTC Company. In doing so, this study used the structural equation modeling (SEM) approach to analyze a total sample of 439 college student consumers in central Taiwan. Results indicated that PBG and BPQ have positive effects on CPL while PBP did not. These findings are different from the literature that both PBQ and BBP showed significant influences on CPL. In other words, when it comes to HTC mobile phone, only PBQ could be considered as a mediating variable through which PBG indirectly affects CPL. Generally, this study opens the doors to new empirical studies in the mobile phone industry whereby readers and practitioners would understand the importance of mediator role in consumer purchase intention.

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Section: Critical Factors That Influence Consumer Purchase Likelihoodmentioning

confidence: 99%

The Mediating Effect of Quality and Prestige on the Relationship between Brand Globalness and Purchase Likelihood of HTC Mobile Phone

Moslehpour¹,

Pham²,

Yumnu³

2013

IBR

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“…Local brands may be perceived as local icons, associated with local culture, tradition, and country (Winit et al, 2014). Local brands are not without their strengths, most notably, in their responsiveness to local needs, including those needs perhaps not precisely met by global brands (Schuling & Kapferer, 2004), and by virtue of their close connection to the local cultural narrative (Steenkamp, Batra, & Alden, 2003).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

“…Global brands are perceived to be more value-added for the consumer by enhancing the consumer's selfperception as being cosmopolitan, sophisticated and modern (Friedman, 1990;Holt et al, 2004;Johansson & Ronkainen, 2005;Kapferer, 2002;Steenkamp et al, 2003;Thompson & Tambyah, 1999).…”

Section: Conceptual Frameworkmentioning

confidence: 99%

Determinants of the Success of Global and Local Brands in Latin America

Farías

2015

Rev. adm. empres.

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Determinantes do sucesso de marcas globais e locais na América Latina Determinantes del éxito de las marcas globales y locales en América Latina ABSTRACTThe purpose of this paper is to address the issue of the implementation of global and local brands in Latin America by drawing on contingency theory to develop and test hypotheses relating to how product category characteristics affect the success of global and local brands in the region. Hypotheses are tested using data obtained from top brands rankings reported in five Latin American markets (Argentina, Brazil, the Caribbean and Central America, Chile and Mexico). The study design considers estimating a logistic regression on a binomial dependent variable measuring whether 475 top brands are global or local brands, with product category characteristics as independent variables. Results reveal that product categories related to subscriptions, local tastes, high-tech, and global citizenship do have an impact on the success of global and local brands in Latin America. KEYWORDS | RAE-Revista de Administração de Empresas | FGV-EAESP

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“…(2007) in their research found out that the majority of participants in the research voiced the international recognition and reputation of global brands. In marketing research this brand characteristic has been termed as "perceived brand globalness" (PBG) by Steenkamp, Batra, and Alden (2003). There are several reasons why brands' being global are thought to create additional value (Steenkamp et al, 2003).…”

Section: Literature Reviewmentioning

confidence: 99%

“…In marketing research this brand characteristic has been termed as "perceived brand globalness" (PBG) by Steenkamp, Batra, and Alden (2003). There are several reasons why brands' being global are thought to create additional value (Steenkamp et al, 2003). These reasons are related with the fact that perceived brand globalness creates quality, prestige, and psychological associations which increase the brand equity.…”

Section: Literature Reviewmentioning

confidence: 99%

Turkish Consumers’ Risk Perception towards Global Computer Brands

Apaydin¹,

Köksal²

2011

IJMS

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Many researches in the literature highlight the risk reducing function of brands due to additional associations they embrace. Being a global brand, a product conveys additional associations which have the potential to hinder risk perceptions of consumers in general. This paper examines the global brands' risk reducing impact on Turkish consumers regarding global computer brands. It is suggested in this paper that global computer brands convey some additional associations which increase the brand equity, thus providing competitive advantage over local ones. An empirical research was conducted to test the hypotheses and some analytical techniques were utilized to test the proposed hypotheses. The results reveal that Turkish consumers consider global computer brands as strong in terms of after sales service and quality. However, global computer brands do not differentiate from global brands in terms of handling customer complaints.

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How perceived brand globalness creates brand value

Cited by 894 publications

References 31 publications

The Mediating Effect of Quality and Prestige on the Relationship between Brand Globalness and Purchase Likelihood of HTC Mobile Phone

The Mediating Effect of Quality and Prestige on the Relationship between Brand Globalness and Purchase Likelihood of HTC Mobile Phone

Determinants of the Success of Global and Local Brands in Latin America

Turkish Consumers’ Risk Perception towards Global Computer Brands

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