Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study

Abstract

The author aims to answer two questions related to brand globalization: (1) whether the pattern of brand image dimensionality is similar across international markets and (2) how cohesive a brand image perception is in a global market. Results from a 20-country, 70-region study provide concrete evidence that supports the applicability of the proposed benefit-based multidimensional image structure that corresponds to consumers’ sensory, utilitarian, and symbolic and economic need at both the global and the national level. On the basis of the identified image dimensions, the author proposes an alternative approach to measuring the degree of global brand image cohesiveness as an indicator of brand globalization. Global brand image cohesiveness is calculated on the basis of the summation of Euclidean distances between the column score of image dimensions of the home country (i.e., initial market) and that of foreign countries. Furthermore, nations are clustered on the basis of these column scores, and the resultant clusters correspond approximately to groups of countries that share similar levels of economic development, cultural dimension, or geographic distance, which suggests that national characteristics affect brand image perceptions. The findings provide implications for the practice of global brand image management.