Brand analysis of a US global brand in comparison with domestic brands in Mexico, Korea, and Japan

Abstract

PurposeThe purpose of this paper is to understand how consumers in three countries (Mexico, South Korea, and Japan) perceive a US global brand versus domestic brands and their marketing efforts. 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.Design/methodology/approachThe 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).FindingsThe results revealed significant main effects of country and brand type (global v. domestic) 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).Research limitations/implicationsWhile almost all of the hypotheses are supported, future research should test other global brands to generalized findings of the study. Sample can be extended to consumers in many other countries to provide more comprehensive insights into consumer perceptions and brand behaviors towards global brands.Practical implicationsThe findings demonstrate that clear‐cut and unique brand analysis patterns exist among consumers in three different countries for both a US global brand and domestic brands. Based on this, potential strategies for both US global brands and domestic brands are suggested for each country.Originality/valueThis study discovered the effects of country (i.e. Mexico v. South Korea v. Japan) and brand type (i.e. US global v. domestic) on consumer responses to three brand analysis components: brand‐specific associations, general brand impressions, and brand commitment. The results provide significant insights into what global and domestic companies must emphasize to be successful in capturing and sustaining consumers' desire to buy and use their brand.