Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin

Riefler, Petra

doi:10.1016/j.ijresmar.2011.11.001

Cited by 98 publications

(109 citation statements)

References 63 publications

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“…When analyzing the differences in the eco-friendliness of the respondents' brand experiences on the country level, it can be clearly seen that in Finland the home country bias [134] is strong and the ratings for all of the eco-friendliness dimensions are higher for the Nokia brand. The respondents in Finland gave significantly lower ratings for the Apple brand compared to the Samsung brand for the eco-sensory and eco-behavioral dimensions, which could be interpreted to mean that the Apple brand is not supporting the respondents' eco-friendly behavior and its design does not appear to be eco-friendly.…”

Section: Discussionmentioning

confidence: 99%

“…One limitation of this study is that in the sample from Finland the majority of the respondents owned a Nokia branded phone, which affected the means and standard deviations in the responses due to home country bias [134]. This was apparent in the way the Finnish respondents experienced the Nokia brand to be the least unfavorable on the eco-friendliness subscale among the three brands.…”

Section: Limitations and Future Researchmentioning

confidence: 94%

“…The majority of the Finnish respondents, 65.8%, had a Nokia branded phone, while 17.4% had a Samsung branded phone and 9.3% had an Apple branded phone. In the case of Finland, the high proportion of Nokia brand owners represents some home country bias, as Nokia originates from Finland [134].…”

Section: Comparing Smartphone Brands On the Eco-friendliness Dimensionmentioning

confidence: 99%

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Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context

2017

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Abstract:The purpose of this study is to explore how consumers perceive eco-friendliness in their brand experiences and how this can be measured cross-nationally. This is a replication-extension study based on an existing brand experience scale. Data were collected in India and Finland from smartphone users (N = 1008). The fitness of the brand experience model is validated cross-nationally with structural equation modeling. The empirical data consisting of consumers' responses on the Apple, Samsung, and Nokia brands confirm that there is a unique dimension of eco-friendliness in the general brand experiences of consumers, and it is generalizable cross-nationally in India and Finland. The study presents a consumer-focused measure of sustainable development that could be used to track how consumers perceive the eco-friendliness of brands. The paper links consumer experiences that guide sustainable consumption behavior to the macro-level management of sustainable development. This paper extends previous research on brand experience measurement by testing cross-nationally a scale including a dimension for measuring eco-friendliness. The brand experience measurement scale could aid companies in tracking the success of their sustainable development initiatives on the brand level.

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Section: Discussionmentioning

confidence: 99%

Section: Limitations and Future Researchmentioning

confidence: 94%

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Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context

2017

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“…Riefler, 2012) have doubted the universal relevance of global brands and the managerial usefulness of brand globalness as source of competitive advantage. Moreover, although multiple studies have reported positive influences of PBG on brand preference (e.g., Özsomer, 2012;SBA, 2003), it is unclear whether this increased preference also translates to an increased capacity to charge higher prices.…”

Section: Introductionmentioning

confidence: 99%

The impact of perceived brand globalness on consumers' willingness to pay

Davvetas

Sichtmann

Diamantopoulos

2015

International Journal of Research in Marketing

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“…More brands can be included in future research to include more levels of perceived brand globalness. Secondly, country-of-origin effect might have a mediating effect between perceived brand globalness and brand attitude (Van Ittersum and Wong, 2010;Riefler 2012). Future studies may test the different attitudes towards global brands originated from the native country and a foreign country.…”

mentioning

confidence: 99%

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

Dong

2017

IJBM

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The purpose of this study is to explore the influence of consumers' perceived brand globalness (PBG) on their brand attitudes in the emerging market that has experienced rapid growth and transition. We also examine the moderating effect of the age difference on the relationship between PBG and brand attitude. Building from prior research in global branding, we develop a framework to illustrate how motivating factors drive consumers' desire for global brands in the emerging market of China. A scale is developed and tested on a national sample of Chinese consumers using structural equation modeling. The results indicate that perceived globalness of brands affects consumers' attitude indirectly through three factors, namely, perceived brand quality (PBQ), perceived social prestige (PSP), and perceived association of consumption trend (PACT) associated with owning or consuming a global brand in emerging market. PACT is the strongest pathway, which suggests that Chinese consumers are more interested in keeping up with the world fashion and being modern whereas the influence of quality and social prestige is decreasing. In addition, various effects of these factors are examined in different generations of consumers.

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Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin

Cited by 98 publications

References 63 publications

Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context

Eco-Friendly Brands to Drive Sustainable Development: Replication and Extension of the Brand Experience Scale in a Cross-National Context

The impact of perceived brand globalness on consumers' willingness to pay

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

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