Perceived Brand Globalness Research Articles

The Influence of Perceived Country Origin of Green Products Towards Generation Z: Local vs. Global

Purpose: This study aims to understand better the perception of the country of origin of green products towards the Generation Z population between local and global brands. This study also serves as a reference for future studies or research on how the influence of perception can determine the weight of how the Generation Z population views and potentially buy an environmentally friendly product between local and global brands. Method: This study uses primary data collected through questionnaires and distributed to the population of Generation Z from the island of Batam, with 376 valid respondents. Indicators from Partial Least Square-Structural Equation Modelling (PLS-SEM) were used to analyze how Local Brands and Global Brands can influence the perception of Green Products from the view of the Country of Origin from the Generation Z population. Result: The results of this study have practical implications, suggesting that the variables used in this study have a positive influence and are significant. For instance, Perceived Brand Globalness (PBG) and Perceived Brand Localness (PBL) have a positive and significant nature toward Brand Stereotype Warmth and Competence. Brand Stereotype Warmth and Competence also positively and significantly affect Perceived Value. Perceived Value also has a positive and significant nature towards Purchase Intentions. These findings are not only insightful but also relevant and applicable to the field of consumer behavior and green products.

Exploring Cultural Intelligence, Brand Globalness, and Consumer Ethnocentrism: Unveiling Purchase Intentions in the Fast Food Industry in Jordan

This study aims to provide a comprehensive understanding of consumer purchase (CPI) intention in the fast-food industry by examining the roles of cultural intelligence (CQ), perceived brand globalness (PBG), and consumer ethnocentrism (CET). An empirical survey was conducted among 290 Jordanian fast-food consumers. The findings underscore that CQ significantly impacts CPI by influencing consumers’ attitudes and perceptions toward fast-food brands. Additionally, the results indicate a positive mediating role of PBG and a negative moderating role of CET in this relationship. These results have significant implications for fast-food companies looking to better customize tactics to cater to a diverse customer base.

Enhancing word of mouth in the quick service restaurants: role of perceived brand globalness and localness

PurposeDue 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/approachThis study obtained 750 responses from Turkish consumers through a survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.FindingsThis 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/implicationsThis 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 implicationsThis study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.Originality/valueThis novel study contributes to the accessibility diagnostic theory and signaling theory by examining consumers' perceptions of local and global brands.

Perceived Brand Globalness and Localness: A Bibliometric Analysis

Objective: The purpose of the article is to establish the current state of research on the perceived brand globalness / localness (PBG / PBL) dichotomy. It analyses and assesses the changes in the research problems and identifies the areas upon which PBG / PBL research is currently focused. Research Design & Methods: The research method used in the article is bibliometric analysis, supplemented by content analysis of literature selected from the Scopus database. A four-step procedure was used to collect data and conduct bibliometric analyses: stage 1 – searching and identifying primary literature, stage 2 – review of the literature (screening), stage 3 – data export, stage 4 – bibliometric analysis supplemented by a content analysis of the literature. In addition, a co-occurrence analysis of keywords was carried out using VOSviewer. Findings: The research on PBG / PBL issues is concentrated in five main areas: 1) brand value signaling, 2) PBG / PBL interaction, 3) PBG impact on purchase intentions, 4) PBL impact on purchase intentions, and 5) the effect of country of origin/consumer ethnocentrism on consumer preference for foreign (global) vs. domestic (local) brands. The study also examines changing trends in PBG / PBL research. Implications / Recommendations: Recent world events including the COVID-19 pandemic, the Russian invasion of Ukraine and trade wars have slowed globalisation. Since buying behaviour is visibly changing under the influence of socio-economic factors, there is a need for further research to verify consumer preferences vis-à-vis global / local brand positioning. Contribution: The review and analyses performed enrich the existing literature on PBG / PBL, while the findings presented can serve as a starting point for further research.

The moderating role of perceived brand globalness on the effects of consumers’ attitude during periods of political controversies: three interconnected studies following marketing analytics’ best practices

AbstractThe purpose of this research is to test the moderating role of perceived brand globalness (PBG) on consumer unfavourable attitudes and buying intention towards brands associated with a conflicting political belief. Three studies were conducted. Study 1 (N = 228) examines the effect of a brand being associated with a conflicting political belief on attitude and buying intention. Study 2 (N = 212) tests the moderating role of PBG among these relationships. Study 3 (N = 126) tests the moderating role of PBG for a service brand and adds the mediating role of self-congruity. We followed marketing analytics best practices to examine causal effects of manipulated stimuli. We also examined the psychometric characteristics of the data-collection tool and tested direct relationships between variables. Additionally, we used percentile bootstrap confidence intervals, with PROCESS-Macro, to test mediating effects in the theoretical model. The studies include moderating analyses and analysis of variance. The results show that the association of a brand with a conflicting political belief negatively influences perceived self-congruity, which leads to an unfavourable attitude and, in turn, to a lower buying intention. Presenting a brand as global mitigates such unfavourable effects. The moderating effect of PBG is confirmed for a tangible product and for a service brand.

The influence of brand innovativeness on consumer purchase intentions towards domestic global brands in emerging markets: Evidence from China

AbstractThere has been a growing trend of supporting domestic brands following the COVID‐19 pandemic, and some brands from emerging markets have accelerated their internationalisation over the past few years. This article investigates the influence of brand innovativeness on Chinese consumers' brand attitudes and purchase intentions towards domestic global brands in the digital device industry. A total of 220 undergraduate students from China took part in the survey. Confirmatory factor analysis and path analysis were used to test the hypotheses using structural equation modelling. The results showed that brand innovativeness stimulates purchase intentions through the mediation of perceived brand globalness (PBG) and perceived brand localness (PBL). In addition, consumer ethnocentrism moderates the relationship between PBL and brand attitudes. The theoretical and practical implications are discussed herein.

Investigating Materialistic Behaviour Towards Luxury Fashion Consumption

This study explores the pathway that lead the materialist to buy foreign products online. The research identifies bandwagon luxury consumption behaviour and perceived brand globalness as consequence of materialism. It also identifies the moderating role of consumer innovativeness between bandwagon luxury consumption behaviour and intention to buy foreign luxury products online. An online cross-sectional survey was used to gather information from respondents of purchasers of foreign luxury products in Pakistan. Questionnaires were distributed to respondents online and a total of 210 completed questionnaires were used in the analysis. The results show that Bandwagon luxury consumption behavior and perceived brand globalness had a significant positive relationship with materialism and intention to buy foreign luxury products online and positively mediates the relation between materialism and intention to buy foreign luxury products online. The Consumer innovativeness acts as a significant moderator between Bandwagon luxury consumption behavior and intention to buy foreign luxury products online. This research results, are helpful for the foreign companies who want to target consumers of Pakistan and also online local websites selling foreign product.

Global brands or local heroes? A comparative study of Egyptian consumer perceptions and behaviors in the fashion and apparel industry

PurposeThe paper examined the impact of brand-identity expressiveness and perceived brand value that was neglected in prior literature, in addition to perceived brand quality and prestige, on behavioral intention. Research also tests if certain consumer values moderate this relationship.Design/methodology/approachMall-interception technique was used. Also, partial least square-structural equation modelling (PLS-SEM) was used to analyze data and test research hypotheses.FindingsResults indicate that perceived brand globalness (PBG) and perceived brand localness (PBL) are significantly positively associated with perceived quality and prestige. Besides, the inclusion of brand-identity expressiveness and perceived brand value was supported. PBL showed a greater association with brand identity expressiveness compared to PBG, different from previous findings. Furthermore, the total indirect effect of PBG on behavioral intentions was significant through the routes of perceived quality and prestige, compared to a weak and non-significant effect for PBL through the quality route.Originality/valueThis study proposes a comprehensive model testing additional pathways through which global and local brands can boost their preferences.

KÜRESEL VE YEREL MARKALAR: KÖKEN VE ALGI AYRIMI

Purpose: This study aims to (1) disentangle the relationship between brand origin (global vs. local) and brand perceptions (perceived brand globalness, PBG vs. local iconness, LI), and (2) investigate how consumer ethnocentrism moderates these model pathways. 
 Design/methodology/approach: We utilize a multi-method approach in two complementary studies, a survey (N=253) and an experiment (N=148). 
 Findings: We find that brand origin (global vs. local) and perceptions (PBG vs. LI) are distinct constructs that need to be accounted for separately in brand evaluation models. We show that the routes to purchase intentions (PIs) differ across global and local origin brands. PBG has a positive relationship with perceived brand quality and prestige but only for global origin brands. In contrast, for local origin brands, LI plays a crucial role via positive relationships to perceived brand quality and prestige. Consumers prefer brands to stay true to their brand origin. Ethnocentrism dampens both the PBG-PI and LI-PI relations only for global origin brands. Neither PBG nor LI seems to trigger PIs for ethnocentric consumers for global origin brands.
 Originality/value: We show that the routes to PIs differ across global and local origin brands. Brand managers should stay true to the origins of their brands (global/local) in building their brands’ globalness/localness perceptions since consumers prefer a fit between origin and perceptions.

Role of perceived brand globalness and localness in developing consumer word-of-mouth in the hospitality industry

PurposeThe purpose of this study is to examine the role of perceived brand globalness (PBG) and perceived brand localness (PBL) in developing consumer word-of-mouth (CWOM) via brand attitude (BATT) by incorporating the moderating role of consumer ethnocentrism (CET) and perceived brand origin (PBO) as well as considering brand familiarity (BF) as a covariate in the context of global and local quick-service restaurant (QSR) brands in emerging markets.Design/methodology/approachThis study obtained 764 responses from Chinese consumers through an online survey and analyzed the data using the maximum-likelihood estimation technique with structural equation modeling.FindingsAfter controlling brand familiarity, this study revealed that PBG and PBL are critical components that drive brand attitude, which positively improves CWOM toward global and local QSR brands. Similarly, PBG and PBL are important brand attributes that directly influence CWOM. Importantly, this research found the significant role of PBO on brand attitude toward perceived local brands compared to global QSR brands. Although this study did not discover the influence of CET as expected. However, these insights may assist global and local managers to rethink their strategies in emerging markets.Research limitations/implicationsThis study was conducted exclusively in China. However, additional studies may be considered in other countries, such as comparing Asian vs European consumers.Practical implicationsThis study provides recommendations to global and local managers to support them in designing and executing several brand positioning strategies in the QSR industry.Originality/valueThis novel study contributes to the accessibility–diagnosticity theory and signaling theory by examining consumers' perceptions of global and local QSR brands.

Consumer animosity: the mitigating effect of perceived brand globalness

PurposeThis research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.Design/methodology/approachThe authors analyze survey data from Chinese consumers (N = 395) and South Korean consumers (N = 420) using multi-group structural equation modeling. In both countries, the authors use Japanese products as stimuli, ensuring high comparability levels between the studies.FindingsThe authors empirically demonstrate that PBG can mitigate the negative consequences of consumer animosity by weakening the spillover effect between product–country image and brand evaluations. However, the authors find the mitigating effect of PBG only in China, not in South Korea.Originality/valueBy highlighting PBG's role as an actionable moderator that firms can manipulate to attenuate the negative consequences of consumer animosity toward a brand's country of origin, this work adds to the much-needed debate about how animosity-induced effects can be mitigated in times of global conflicts and tensions.

Understanding Consumer Perceptions of Brand Globalness and Localness: The Roles of Self-Regulatory Focus

Purpose – The purpose of this paper is to investigate how self-regulatory focus influences the relationship between consumer perception of a brand nature and purchase intentions. This study uses perceived brand globalness (PBG) and perceived brand localness (PBL) to measure consumer perceptions of brand natures and examines the moderating effects of promotion-oriented vs. prevention- oriented regulatory focus on consumers’ intent to purchase global or local brands. Design/Methodology/Approach – This study conducted an online survey with Chinese consumers and data were collected using social media applications. To analyze the data, PROCESS modeling in SPSS 23.0. was hired in this study. Findings – The findings show that there is a significant moderating effect of promotion-focused self-regulation on the relationship between PBL and purchase intention. On the other hand, consumers with prevention-focused self-regulation show stronger purchase intention toward brands perceived as global (PBG). This study adds further evidence for the effectiveness of PBL and PBG by demonstrating their role among consumers with different self-regulatory focuses. Research Implications – The study contributes to the body of literature on PBG/PBL by examining the associations between self-regulatory focus and consumer purchase intentions. Furthermore, the findings may help brands to make more appropriate positioning decisions depending on the assessment of target consumers' self-regulatory focus. Thus, the findings of this study provide international brand managers with meaningful implications in developing marketing strategies.

Consequences of xenocentrism and ethnocentrism on brand image of Starbucks: moderating effects of national culture and perceived brand globalness between Colombia and Spain

PurposeThis research aims to contribute to the existing literature on the image of global and foreign brands, but analyzing the impact on these brands, both ethnocentrism (CE) and xenocentrism (XEN) in the consumer. It also analyses the effects of XEN, dogmatism and national identity in the CE.Design/methodology/approachA cross-cultural and quantitative study was carried out, through a total sample of 778 valid questionnaires collected online of which 451 questionnaires were from a developing country (Colombia) and 327 questionnaires were from a developed country (Spain). The data were processed through PLS-SEM software 3.2.7, which is usually used in this type of predictive studies, also containing variables of formative and reflective type.FindingsResults show that XEN has a positive impact on the image of global and foreign brands, whereas CE does not always have a negative effect on the image of global and foreign brands, as was believed. Both effects are moderated by the national culture and the perceived brand globalness. XEN also has a negative impact on CE while national identity and dogmatism influence positively CE.Originality/valueThis research performs the analysis of the effects of XEN together with CE on the perceptions of a service global brand, considering the moderating effects of the national culture and perceived brand globalness were taken into account, between a developed country and a developing country.

Examining the Effects of Perceived Brand Globalness / Localness, Brand and Country of Origin Stereotypes on Repurchase Intention in Global and Local Brands

Examining the Effects of Perceived Brand Globalness / Localness, Brand and Country of Origin Stereotypes on Repurchase Intention in Global and Local Brands

Investigating Materialistic Behaviour Towards Luxury Fashion Consumption

This study investigates the path that leads materialists to purchase foreign products online. The study finds materialism's effects as bandwagon luxury consumption behaviour and perceived brand globalness. It also shows how consumer innovation affects consumer behaviour between bandwagon luxury consumption and inclination to purchase foreign luxury goods online. An online cross-sectional survey was utilized to collect data from 210 respondents who bought luxury goods from abroad in Pakistan. The findings demonstrate that Bandwagon luxury consumption patterns and brand-perceived globalness have a significant positive relationship with materialism and intention to purchase foreign luxury goods online and that Bandwagon luxury consumption patterns positively mediate this relationship. Consumer innovation significantly moderates the relationship between bandwagon luxury consumption and the propensity to purchase foreign luxury goods online. This study will be beneficial for foreign brand marketers interested in targeting Pakistani consumers through various channels and identifying bandwagon behaviour among Pakistanis

The Coalescence Effect: How a Combination of Foreign and Local Appeals Enhances Customer Engagement Through Perceived Brand Globalness

Prior research in international markets has yielded two seemly opposing views regarding customer engagement with local/domestic versus foreign-made brands: a preference for foreign brands based largely on country-of-origin effects or a preference for local/domestic brands based primarily on consumer ethnocentrism. In the present research, the authors contextualize the investigation across international markets and propose that, in two national markets with different cultural characteristics, a combination of local and foreign appeals leads to more favorable brand and product evaluations, compared with either local or foreign appeals alone, due to a heightened level of perceived brand globalness, a phenomenon called “the coalescence effect.” The authors report results from seven studies conducted in China and the United States and discuss ways to design branding strategies that enhance customer engagement in an era of intensified global competition.

The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning

PurposeThis study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand positioning (underdog vs top dog) on the relationship between perceived brand globalness or localness (PBG or PBL) and purchase intention.Design/methodology/approachThe proposed hypotheses were tested in two experimental studies. Data were collected through a set of structured questionnaires and analyzed using PROCESS modelling and analysis of variance.FindingsThe results show that CBI mediates the effect of PBG/PBL on purchase intentions. Moreover, the findings of Study 2 reveal that participants show greater purchase intention for PBL than for PBG in response to underdog positioning. However, in top dog positioning, the difference in purchase intention for PBL compared to PBG is attenuated.Originality/valueThis research investigates how CBI influences purchase intentions of consumers in regards to a brand’s perceived globalness or localness, which adds to the growing body of international branding research. This paper also addresses the effects of interaction between brand localness (globalness) and underdog (top dog) brand positioning on purchase intentions. Finally, this study concludes with a discussion of practical actions that international brand managers can take to enhance the effectiveness of their marketing strategies.

User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity

Building on the global branding literature, brand relationship theory and social identity theory, this study investigates the relationship between perceived brand globalness (PBG) and user engagement (active/passive) on global social networks (GSN). Additionally, the study investigates the mediating effects of two distinct forms of user identification (i.e., user identification with the GSN brand and user identification with the GSN community) as well as the moderating effects of user global identity on the relationship between PBG and user engagement with such brands. Covariance-based structural equation modeling was used to analyse data collected from users of a GSN (i.e., Facebook) in the United Kingdom (UK) and India. The results indicate that PBG significantly influences both active and passive user engagement. This relationship is mediated by users' identification with a GSN brand and community. Additionally, the findings indicate that the associations between PBG and user engagement (active/passive) on GSN vary as a function of users' global identity. The results also demonstrate some country-specific variations in key relationships. Finally, the study offers useful recommendations for social media managers to rethink and redesign their user engagement strategies, keeping in mind global cultural diversity.

Effects of perceived brand localness and perceived brand globalness on consumer behavioral intentions in emerging markets

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.

The dual impetus for perceived brand globalness and brand competence in a rapidly changing environment: the role of Brand-Nation Connection

PurposeThis study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection (BNC) in the changing world.Design/methodology/approachBesides the study of the development and validation of the BNC construct, this paper conducts two studies that use eight global brands from different categories to test hypotheses.FindingsTwo empirical studies show that brand innovativeness and national traditions have positive effects on BNC. Furthermore, technological turbulence moderates the impact of brand innovativeness on BNC, and cultural change moderates the relationship between national traditions and BNC. Meanwhile, BNC is an important determinant of perceived brand globalness, and both BNC and perceived brand globalness positively influence brand competence, with the former exerting a stronger effect.Practical implicationsThe findings highlight that in the changing world, the coexistence of brand innovation and cultural traditions through strategic management is essential for brand competence. They also provide guidelines for emerging global brands to incorporate nation-related cues and global signals in their brand positioning to reinforce brand competence.Originality/valueThis study contributes to understanding how brand innovation and cultural traditions create value for emerging global brands in a rapidly changing environment. It also provides implications regarding how BNC helps emerging market brands to go global, and it presents a new understanding that both nation-level brand status and perceived brand globalness are signals that convey brand competence.