How perceived brand globalness creates brand value

Abstract

In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences brand purchase likelihood. Using consumer data from the USA and Korea, we find that PBG is positively related to both perceived brand quality and prestige and, through them, purchase likelihood. The effect through perceived quality is strongest. PBG effects are weaker for more ethnocentric consumers.