A Cross-Cultural Brand Analysis: Comparison Between Global and Local Brands

Abstract

There has been an increasing number of global brands and corresponding competition among global retailers. At the same time, markets in the world are becoming complex, and consumers in many markets demand localized marketing and branding strategies. To this end, this study seeks to understand how consumers in three countries (Mexico, South Korea, and Japan) perceive U.S. global brands versus local brands and their marketing efforts. The hypotheses are developed based on the brand analysis framework that consists of brand-specific associations (emotional value, perceived quality), general brand impressions (brand awareness, brand image), and brand commitment (brand loyalty, purchase intention). The results revealed significant main effects of country and brand type (global vs. local) on brand-specific associations, general brand impressions, and brand commitment. Interactive effects also existed on brand-specific associations, general brand impressions, and brand commitment (only brand loyalty). Potential strategies for both U.S. global brands and local brands are suggested for each country.