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Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers
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In this paper, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy.Abstract:
In the current context of globalization, firms have concentrated their efforts on the development of international brands. As a result, international brand portfolios have been restructured, and many successful local brands have been eliminated. This article's objective is to improve the understanding of local brand differences and competitive advantages relative to international brands. To achieve this, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy. The authors discuss the managerial implications of the findings for international marketers as they develop their ideal international brand portfolios.read more
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A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products
TL;DR: In this paper, attitude toward global products (AGP) and attitude toward local products (ALP) are introduced as generalized attitudinal constructs and addressed the four issues these constructs raise: (1) How are AGP and ALP related to each other? (2) What is the motivational structure underlying AGP, or does it generalize across countries? and (3) What are the managerially relevant implications of these consumer attitudes?
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Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework
Ayşegül Özsomer,Selin Altaras +1 more
TL;DR: In this article, the authors build a model of global brand attitude and purchase likelihood with a nomological net comprised of constructs derived from three theoretical streams in consumer behavior: consumer culture theory, signaling theory, and associative network memory model.
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Impact of interpersonal influences, brand origin and brand image on luxury purchase intentions: measuring interfunctional interactions and a cross-national comparison
TL;DR: In this article, the authors investigated and compared structure, properties and mean levels of susceptibility to interpersonal influences and highlighted the interfunctional interactions among British and Indian consumers, finding that normative interpersonal influences were significant across nations, but the role of informational interpersonal influences was significant only among Indian consumers.
Journal ArticleDOI
Drivers of Brand Commitment: A Cross-National Investigation
TL;DR: This paper examined the influence of culture on the impact of four key brand management elements (i.e., brand innovativeness, brand customer orientation, brand self-relevance, and social responsibility) on customer commitment to a brand.
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Cognitive and Affective Reactions of U.S. Consumers to Global Brands
TL;DR: The authors found that U.S. consumers hold contradictory notions of what characterizes a global brand beyond its wide recognition, availability, and standardization across markets, and that the association of brand globality with higher quality is not as strong as the literature has proposed.
References
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Book
Managing brand equity : capitalizing on the value of a brand name.
TL;DR: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships as discussed by the authors.
Consumer Ethnocentrism: construction and validation of the CETSCALE ', Journal of Marketing Research, 24(August ), .
TL;DR: In this paper, the concept of consumer ethnocentrism is introduced and a corresponding measure, the CETSCALE, is formulated and validated, and four separate studies provide support for the CETScale's reliability and reliability.
Journal ArticleDOI
Country-of-origin effects on product evaluations
Warren J. Bilkey,Erik B. Nes +1 more
TL;DR: In this paper, the authors review the literature regarding the effect of country of origin on buyer evaluations of products and draw marketing inferences, and implications for future research are developed, for countries that source products in countries different from where sold.