How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China

Yu, Cheng; Dong, Lily C.

doi:10.5539/ijbm.v12n11p111

Cited by 3 publications

(1 citation statement)

References 13 publications

(13 reference statements)

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“…Moreover, further research needs to recognize that the mechanisms underlying PBG/PBL research may vary by context. Specifically, consumers from developing countries may place more emphasis on functional values (e.g., quality, reliability) and symbolic values (e.g., prestige, social status) of perceived global brands than consumers from developed countries (e.g., Yu and Dong 2017;Swoboda and Pennemann 2014). Indeed, developed-country consumers exhibit increasing critical attitudes toward perceived global brands because of the rise of nationalism and antiglobalization movements (e.g., Mandler, Bartsch, and Han 2020;O ¨zsomer 2012).…”

Section: What Mechanisms Explain the Pbg/pbl Effects On Brand Prefere...mentioning

confidence: 99%

Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research

Liu¹,

Schoefer²,

Fastoso³

et al. 2021

Journal of International Marketing

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Extensive research has investigated how perceived brand globalness (PBG) and perceived brand localness (PBL) affect brand preference since Steenkamp, Batra, and Alden’s (2003) landmark article. In this systematic literature review, we organize and synthesize the literature on PBG and PBL by analyzing 95 articles published in the past 17 years. We identify similarities, inconsistencies, and omissions in the literature by investigating different conceptualizations of PBG and PBL, boundary conditions of PBG and PBL effects on brand preference, psychological mechanisms through which PBG and PBL affect brand preference, the theoretical foundations underlying PBG and PBL research, and methodological approaches used in the literature. The study outlines avenues for further research based on prior research and current global trends, such as hybridization/glocalization marketing strategies, antiglobalization trends, and digitalization.

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Section: What Mechanisms Explain the Pbg/pbl Effects On Brand Prefere...mentioning

confidence: 99%

Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research

Liu¹,

Schoefer²,

Fastoso³

et al. 2021

Journal of International Marketing

View full text Add to dashboard Cite

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The Impact of Perceived Brand Globalness on Consumers’ Purchase Intention and the Moderating Role of Consumer Ethnocentrism: An Evidence from Vietnam

Vương¹,

Giao²

2019

Journal of International Consumer Marketing

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Role of perceived brand globalness and localness in developing consumer word-of-mouth in the hospitality industry

Safeer

Zhou

2023

IJOEM

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PurposeThe purpose of this study is to examine the role of perceived brand globalness (PBG) and perceived brand localness (PBL) in developing consumer word-of-mouth (CWOM) via brand attitude (BATT) by incorporating the moderating role of consumer ethnocentrism (CET) and perceived brand origin (PBO) as well as considering brand familiarity (BF) as a covariate in the context of global and local quick-service restaurant (QSR) brands in emerging markets.Design/methodology/approachThis study obtained 764 responses from Chinese consumers through an online survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.FindingsAfter controlling brand familiarity, this study revealed that PBG and PBL are critical components that drive brand attitude, which positively improves CWOM toward global and local QSR brands. Similarly, PBG and PBL are important brand attributes that directly influence CWOM. Importantly, this research found the significant role of PBO on brand attitude toward perceived local brands compared to global QSR brands. Although this study did not discover the influence of CET as expected. However, these insights may assist global and local managers to rethink their strategies in emerging markets.Research limitations/implicationsThis study was conducted exclusively in China. However, additional studies may be considered in other countries, such as comparing Asian vs European consumers.Practical implicationsThis study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.Originality/valueThis novel study contributes to the accessibility–diagnosticity theory and signaling theory by examining consumers' perceptions of global and local QSR brands.

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How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China

Cited by 3 publications

References 13 publications

Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research

Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research

The Impact of Perceived Brand Globalness on Consumers’ Purchase Intention and the Moderating Role of Consumer Ethnocentrism: An Evidence from Vietnam

Role of perceived brand globalness and localness in developing consumer word-of-mouth in the hospitality industry

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