Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market

Even big companies cannot guarantee their brands never ever fail customers. Recently the brand failures of Toyota taught us a vivid lesson that a brand takes decades to be built up but to be ruined overnight. Although, the advantages of building global brands are well recognized in literature, the superiorities of global brands in brand failure context are not yet studied. This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures. Global brands are perceived superior to local brands due to factors like higher quality perceptions and prestige feelings. Based on attribution theory, consumers are expected to have less negative responses to the failure of a brand which has a higher (vs. lower) PBG. Two studies were conducted to test the proposed hypotheses. Both studies were 2 (high PBG vs. low PBG brand) × 2 (failure present vs. absent) between subjects factorial designs. More than 200 respondents participated in the experiments. Study 1 examined the effects of PBG on consumer responses to fictitious brands. In order to increase the generalizability of research, Study 2 used established brands to find out the effects of PBG on consumer responses while controlling the confounding variables of brand familiarity and brand equity of the selected established brands. The results indicate that the more a brand is perceived global, the less negative responses consumers have toward the failures. Moreover, this thesis examines the moderating role of consumer ethnocentrism on the relationship between PBG and consumer responses. The proposed hypotheses are generally supported. The findings enrich the literature and benefit the marketing practitioners by broadening their views of building global brands.

Focusing on the transitioning Chinese market, this study examined the interplay between perceived brand globalness and localness for local and global brands. Focus groups and in-depth interviews were first conducted to explore Chinese consumers’ changing meaning-making of iconic global and Chinese brands. The qualitative findings illuminated consumers’ evolving understanding of global and local brands, and the complicated dynamics between perceived brand globalness and localness. An online survey was subsequently administered to empirically assess the connection between brand globalness and localness across different iconic local and global brand pairs. The impacts of these brand perceptions on brand prestige and quality were further evaluated.

PurposeThe purpose of the paper is to study the impact of perceived brand globalness (PBG) on consumers' purchase intention (PI) and the mediating role of perceived brand quality (PBQ) and perceived brand prestige (PBP) in this relation, among consumers in emergent markets. The paper also investigate the moderating role of consumer ethnocentrism (CE) on the relation between PBG and both PBQ and PBP.Design/methodology/approachA web‐based survey was conducted in an emerging market (Pakistan) using both global and local brands. The model was tested using structural equation modeling.FindingsPBG positively impacts both PBQ and PBP while PBQ appears to be a stronger mediator than PBP. The moderating role of CE between PBG and PBQ and between PBG and PBP has been demonstrated; the weaker the CE the stronger the relationships.Research limitations/implicationsA convenience sample was used and caution must be taken when generalizing findings from this study. Managers of global brands must meet consumers' expectations in terms of the quality of their brands and may highlight the prestige associated to them. Low ethnocentric consumers favor global brands, rendering this segment attractive for the managers of global brands.Originality/valueThe paper extends previous work on the role of brand globalness by focusing on an emergent market where the choice problem between local and global brands is acute and by demonstrating the moderating role of CE.

By studying consumer samples in an emerging market, Turkey, and two mature markets, Singapore and Denmark, the author tests the chain of relationships that drive consumers’ likelihood of purchasing the global brand in the presence of a local brand in a linear structural relations framework. The results indicate that perceived brand globalness is positively related to local iconness in an emerging market, but the relationship is negative in advanced markets. Developing local iconness helps build the perception of prestige in all three markets. Furthermore, local iconness is positively related to local brand quality perceptions in the culturally grounded categories of food in an emerging market, whereas in nonfood categories, local iconness has no connection to quality. In terms of cross-effects, as expected, the perceived quality of the local brand is negatively associated with global brand purchase likelihood in all markets and categories studied. In contrast, local brand prestige dampens global brand purchase likelihood for older consumers in an emerging market. The article concludes with implications for global and local brand managers.

PurposeThe purpose of this research is to explore how a successful global and a local brand may compete side by side in an existing market place based on consumer‐based brand equity and consumers' status‐seeking motivation for purchasing a global versus local brand.Design/methodology/approachThe data for this research were collected through a self‐administered survey from students in a large Western Australian university.FindingsThe results show that a global brand is generally preferred in terms of all the dimensions of consumer‐based brand equity over a local brand. However, a significant interaction emerged between the type of brand and high versus low status‐seeking motivation consumers. A global brand is strongly favoured in terms of awareness, perceived quality and overall brand equity by high status seekers while a local brand seems to enjoy loyalty and overall brand equity among low status seekers. A global brand is also clearly preferred over a local brand along all dimensions of consumer‐based brand equity amongst high status‐seeking consumers. Further, a local brand is clearly preferred in terms of consumer‐based brand equity over the global brand by Australians whereas the global brand remains a clear favourite with non‐Australians.Research limitations/implicationsFindings may not generalize beyond Australian sample and the product category.Originality/valueThis empirical research explores how global and local brands may compete with each other based on their strengths. This research also addresses a theoretical gap identified by Yoo and Donthu.

PurposeThis study examined the effects of perceived brand localness (PBL) and perceived brand globalness (PBG) on consumer behavioral intentions (CBIs) (PI – purchase intentions, PP – price premium and WOM – word of mouth) via brand authenticity (BA). Additionally, this study considered the moderating impact of uncertainty avoidance (UA) and the control variable brand familiarity (BF) in emerging markets (EMs), specifically from China and Pakistan contexts.Design/methodology/approachThis study scrutinized 1,638 responses (China, n = 804 and Pakistan, n = 834) from consumers who used discussed local and global brands. The proposed hypotheses were evaluated using the PLS-SEM technique.FindingsThe findings indicated that the PBL and PBG favorably impacted BA, which significantly affected CBIs in both EMs. Specifically, PBL strongly influenced BA in China, whereas PBG strongly affected BA in Pakistan. The direct effects of PBL and PBG supported CBIs (PI, PP and WOM) in Pakistan. Likewise, PBL was significant on PP and WOM, whereas PBG was significant on PP in China. In Pakistan, UA had a significant moderating impact on PBL and BA. Similarly, UA acted as a positive moderator between BA and CBIs (PI and WOM) in Pakistan but was not supported in China.Research limitations/implicationsThis study examined only two EMs. Future studies may examine emerging vs developed markets. Theoretically, PBL and PBG are important brand signals associated with brand authenticity that communicate to mitigate information asymmetry in EMs. Likewise, brand authenticity was recognized as a positive signal that effectively corresponds to CBIs (in terms of their PI, PP, WOM) by fulfilling brand promises in both EMs. Additionally, UA was proved an effective moderator, improving consumer perceptions of brand authenticity about local brands and increasing PI and WOM toward perceived authentic brands in Pakistan.Practical implicationsThis research revealed important recommendations to help local and global managers in developing and executing several branding strategies in EMs (China and Pakistan). Practically, by improving the brand's localness and globalness, local and global managers may successfully position their brands to influence consumers' perceptions in EMs. Similarly, brand authenticity is a vital positioning tool for managers that favorably influence consumer behavior. Additionally, managers can segment and target their markets by classifying high and low UA consumers, particularly in Pakistan.Originality/valueFollowing signaling theory, this is the first study that contributes toward CBIs in EMs via brand authenticity and considering cultural factors (uncertainty avoidance) from the domestic and international branding perspectives.

PurposeThis paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL.Design/methodology/approachTwenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs.FindingsThe results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands.Social implicationsFor global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective.Originality/valueThis was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.

Building on shifting standards theory from social psychology, the authors suggest global versus local branding as an important categorization that affects consumers’ reactions to product-harm crises in emerging markets. Specifically, the distinct associations attached to global and local brands create shifting standards and lead to differential consumer expectations and evaluations. In four main and two supplementary experiments, the authors demonstrate that consumers from emerging markets react more negatively toward a product-harm crisis by global (vs. local) brands. Higher initial expectations for global brands are the underlying cause of this more pronounced consumer response to failures. The authors demonstrate which specific expectations are driven by the shifting standards around global and local brands and identify product category as a relevant boundary condition. Finally, consumers with high ethnocentrism appreciate it directionally more when a local brand provides compensation after a product-harm crisis than when a global brand provides compensation. The results have important implications for brand management and crisis management strategies.

Purpose Due to changing consumer thinking patterns and market dynamics, the quick service restaurant (QSR) industry has changed dramatically in the past few years. Considering this, this study aims to examine the influence of perceived brand globalness and perceived brand localness on consumer word of mouth through brand attitude by considering consumer ethnocentrism and perceived brand origin as moderators. Design/methodology/approach This study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling. Findings This study discovered that perceived brand globalness and perceived brand localness are critical components that drive brand attitude, influencing consumers' WOM toward global and local QSR brands. Similarly, perceived brand globalness and perceived brand localness are important brand attributes influencing consumer WOM. Importantly, this study found the significant effects of perceived brand origin on brand attitude mainly toward perceived local brands compared to global QSR brands. Although this study did not uncover the influence of consumer ethnocentrism as expected. However, these insights may assist global and local managers to rethink their strategies toward Turkish consumer settings. Research limitations/implications This study was conducted exclusively in Turkey. However, additional studies in other countries, such as the comparative Asian versus European consumers' perspectives, may be considered to generalize the findings. Practical implications This study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry. Originality/value This novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

The authors develop an omni-brand orientation framework that is a bidimensional conceptualization allowing global (local) brand elements to coexist alongside local (global) elements to create a “gloCal” brand. Using an interpretive analysis of interviews with 50 executives, the authors offer new insights into building and succeeding as a gloCal brand. The study shows that global brands are trying to become gloCal by building and nurturing local authenticity. The building blocks of local authenticity are brand image local connection, local iconness, local insights, and originality. Local brands, in turn, try to become gloCal by achieving global acceptance, a perception identified closely with global brands. The building blocks of global acceptance are perceived brand globalness, innovation, product performance quality, and global brand power. A follow-up study with 19 executives dives deeper into the drivers of success and leads to a conceptualization of a gloCal success cycle, which identifies components and strategies that enable brands to win both globally and locally.

The main purpose of this research is to determine influence of brand and consumer characteristics on consumers` behaviour regarding purchase of global and local brands. Starting from Theory of planned behaviour and Theory of social identity several antecedents of consumers` attitudes were researched in proposed modelquality of brands, prestige, ethnocentrism and materialism. For this purpose, sample comprising of 329 respondents was collected. Confirmatory factor analysis was used to test the validity of the model and structural equation modelling (SEM) was used to determine relationships between variables. Empirical research has shown that the factors of quality of local brands and ethnocentrism have a positive and statistically significant effect on the consumers` attitudes towards the local brands. On the other side, brand quality, prestige and materialism have a positive effect on the attitudes of consumers towards global brands, whereas ethnocentrism has a negative effect on attitudes towards this type of brands. In addition, research has shown that the attitudes have positive influence on consumers` behavioural intentions regarding purchase of both local and global brands and that consumers` intentions have positive effect on actual purchase of both types of brands. The main finding of the paper implies that the characteristics of consumers and brands influence consumer behaviour in terms of purchasing aforementioned types of brands. The conducted research has a scientific and practical contribution in terms of obtaining information about the factors that influence the consumers` decisions regarding the purchase of both local and global brands.

A Mixed Methods Approach to Investigating Glocal or Hybrid Brands

PurposeThe dominant paradigm in international branding research treats perceived brand globalness (PBG) and localness (PBL) as attributes algebraically participating in brand assessment and disregards the perception of brands as humanlike entities actively embedded in consumers’ social environments. Challenging this view and drawing from stereotype theory, the purpose of this paper is to suggest that PBG/PBL trigger the categorization of products under the superordinate mental categories of global/local brands which carry distinct stereotypical content. Such content transfers to every individual product for which category membership is established and shapes brand responses.Design/methodology/approachOne experimental study (Study1,n=134) tests the process of global/local brand stereotype formation, identification and content transfer. Subsequently, two consumer surveys test the impact of brand stereotypes on brand approach/avoidance tendencies (Study2,n=328) and consumer–brand relationships (Study3,n=273). Data were analyzed with experimental techniques and structural equation modeling.FindingsThe findings suggest that upon categorization under the global or local brand class, individual brands are charged with the stereotypical content of the class. Global brands are predominantly stereotyped as competent while local brands are predominantly stereotyped as warm. Localness-induced warmth has uniformly positive effects, whereas globalness-induced competence acts as a double-edged sword which can both help and harm the brand.Originality/valueThis research contributes by proposing a novel conceptualization of global and local brands as groups of intentional marketplace agents stereotyped along their intentions and abilities, empirically establishing the process through which individual brands are assigned stereotypical judgments and demonstrating how these judgments impact critical brand outcomes and consumer–brand relationships.

This study investigates the attitudes of young consumers towards global and local brands in emerging economies, focusing on individuals aged 15–25. With increasing exposure to both local and global brands, youth represent a critical market segment, however the factors influencing their brand choices remain insufficiently examined. This research seeks to understand how cultural identity, brand loyalty, perceived value, and price sensitivity shape these preferences. Existing literature indicates that Global brands are often associated with higher quality and status, while Local brands maintain popularity through cultural relevance and affordability. The study aims to explore how these variables influence brand perception among youth. Adopting a mixed-method approach, the study collected primary data through structured questionnaires targeting individuals in the 15–25 age group. Secondary data were sourced from academic publications, market reports, and online databases. Findings reveal that while global brands are admired for their image and quality, local brands are preferred for their affordability and cultural alignment. Young consumers balance value-consciousness with aspirational choices, often shaped by peer influence and social media trends. This research provides valuable insights for marketers seeking to position brands effectively in youth-driven economy. However, limitations include the restricted demographic scope and reliance on self-reported data, which may affect generalizability. Future research studies could extend to wider age groups and regions for deeper insights. Keywords: Consumer behaviour, Youth Marketing, Brand preference, Global vs Local Brands, Emerging market.

The authors propose an augmented conceptual model explaining consumer preferences for global brands versus local brands in emerging markets and test the model using data from a Chinese consumer sample. The model adds high brand-identity expressiveness as well as high trust and positive affect toward these brands. The results support these additions and replicate previous findings that brand quality and prestige are important links between perceived brand globalness (PBG) and perceived brand localness (PBL) and favorable behavioral intentions. The most novel finding is that both PBG and PBL can enhance a brand's identity expressiveness. The results establish the mediating roles of these additional variables between PBG/PBL and behavioral intentions and also identify the incremental explanatory value of these additional mediators, which have been neglected in previous global branding research. Furthermore, PBG—which affects behavioral intentions through pathways of brand prestige, trust, and affect—is more influential than PBL, which operates mainly through brand identity expressiveness.