The relational value of perceived brand globalness and localness

Despite the well-documented importance of consumer-brand relationships, international branding research has not yet investigated whether a brand's perceived globalness and localness influence consumers' identification with the brand. Drawing on brand relationship theory and global/local br...

Celý popis

Uložené v:
Podrobná bibliografia
Vydané v:Journal of business research Ročník 104; s. 597 - 613
Hlavní autori: Sichtmann, Christina, Davvetas, Vasileios, Diamantopoulos, Adamantios
Médium: Journal Article
Jazyk:English
Vydavateľské údaje: Elsevier Inc 01.11.2019
Predmet:
Brand origin
Consumer-brand identification
Consumer-brand relationships
Perceived brand globalness/localness
Brand origin
Consumer-brand relationships
Consumer-brand identification
Perceived brand globalness/localness
ISSN:0148-2963, 1873-7978
On-line prístup:Získať plný text
Tagy: Pridať tag
Žiadne tagy, Buďte prvý, kto otaguje tento záznam!
Popis
Shrnutí:Despite the well-documented importance of consumer-brand relationships, international branding research has not yet investigated whether a brand's perceived globalness and localness influence consumers' identification with the brand. Drawing on brand relationship theory and global/local branding literature, the present research theorizes on how perceived brand globalness and localness influence consumer-brand relationship building and discusses how these influences vary for brands of domestic versus foreign origin. Two studies in mature and emerging markets, using several brands across multiple product categories, reveal that both perceived brand globalness and localness have positive effects on consumer-brand identification. These effects (1) hold in both mature and emerging market settings, (2) are independent of brand quality assessments, (3) interact in a mutually-reinforcing way, and (4) are moderated by brand origin in a substitutional manner indicating that the relational effects of brand localness (globalness) are stronger for foreign (domestic) than for domestic (foreign) brands.
ISSN:0148-2963
1873-7978
DOI:10.1016/j.jbusres.2018.10.025