scholarly journals How Global are Global Brands? An Empirical Brand Equity Analysis

2010 ◽  
Author(s):  
Thomas Cleff ◽  
Lena Fischer ◽  
Cesar J. Sepulveda ◽  
Nadine Walter
Keyword(s):  
Brand Equity ◽  
Global Brands ◽  
Equity Analysis

Global brands or local heroes?: evidence from the Spanish beer market

2015 ◽  
Vol 117 (2) ◽  
pp. 565-587 ◽  
Author(s):  
Cristina Calvo Porral ◽  
Jean-Pierre Levy-Mangin
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Specific Knowledge ◽  
Content Type ◽  
Four Dimensions ◽  
Global Brands ◽  
Global Brand

Purpose – The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands – in a developed mature European market. Design/methodology/approach – For this purpose, four dimensions and two consequences of brand equity are evaluated, based on consumers’ standpoint. Structural equation modeling is carried out in order to analyze results obtained. Findings – The findings suggest that brand loyalty, brand image and perceived quality exert the higher influence on consumers’ brand value; while there are relevant differences in consumer’s assessment toward local and global brands. Originality/value – This study provides local and global brand marketers with further specific knowledge on how to market and enhance their brands’ value in a globalized increasingly competitive world.

Customer-Based Brand Equity for Global Brands: A Multinational Approach

2009 ◽  
Vol 18 (2) ◽  
pp. 115-132 ◽  
Author(s):  
Eda Atilgan ◽  
Serkan Akinci ◽  
Safak Aksoy ◽  
Erdener Kaynak
Keyword(s):  
Brand Equity ◽  
Global Brands

Customer-Based Brand Equity for Global Brands: A Multinational Approach

2009 ◽  
Vol 18 (2) ◽  
pp. 115-132 ◽  
Author(s):  
Eda Atilgan ◽  
Serkan Akinci ◽  
Safak Aksoy ◽  
Erdener Kaynak
Keyword(s):  
Brand Equity ◽  
Global Brands

scholarly journals Local vs. Global Brands: Country-of-Origin’s Effect on Consumer-based Brand Equity among Status-Seekers

2015 ◽  
Vol 7 (3(J)) ◽  
pp. 6-13 ◽  
Author(s):  
Sheng Yang CHIU
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Country Of Origin ◽  
Perceived Quality ◽  
Consumer Ethnocentrism ◽  
Global Brands ◽  
Global Branding ◽  
Brand Association ◽  
Branding Strategies ◽  
Status Seeking

This paper examines the local and global automotive brands in conjunction with country-oforigin effect on consumer-based brand equity. Consumer’s level of status-seeking motivation is considered when analysing the effect of brand’s country-of-origin on consumer-based brand equity. Study conducted on 181 respondents showed that consumers generally prefer Asian than European automotive brands. Asian brands also ranked highest in perceived quality and brand loyalty, followed by European brands and local brands. The main difference of high and low status-seeking consumers is found in brand association, perceived quality, and brand loyalty of local brands. Low status-seeking consumers tend to rate brand association, perceived quality, and brand loyalty of local brands higher than high statusseeking consumers. This paper exhibits that the theory of consumer ethnocentrism and global branding strategies are not mutually exclusive.

Research Issues in Building Brand Equity and Global Brands in the PC Market

2007 ◽  
Vol 23 (1-2) ◽  
pp. 137-155 ◽  
Author(s):  
Len Tiu Wright ◽  
Cindy Millman ◽  
Lynn M. Martin
Keyword(s):  
Brand Equity ◽  
Research Issues ◽  
Global Brands

Exploring antecedents and consequences of young consumers’ perceived global brand equity

2016 ◽  
Vol 25 (2) ◽  
pp. 160-170 ◽  
Author(s):  
Phillip Frank ◽  
Kittichai (Tu) Watchravesringkan
Keyword(s):  
Brand Equity ◽  
Consumer Culture ◽  
Consumer Preferences ◽  
Positive Association ◽  
Future Research ◽  
Content Type ◽  
Global Brands ◽  
Global Brand ◽  
Young Consumers ◽  
Brand Resonance

Purpose With the expansion of globalization, the increased competitive environment has led to the diffusion of brands across borders and cultures. Furthermore, young consumers represent an optimal segment for the proliferation of global consumer culture (GCC). This paper aims to examine the relationship between acculturation to global consumer culture (AGCC), perceived brand equity, attitudes toward the brand and brand resonance in the global sportswear brands context among young consumers in the USA. Design/methodology/approach A total of 394 undergraduate student participants ranging in age from 18 years to 24 years completed a multisectional structured survey. Model construct validity was tested using a confirmatory factor analysis. A structure equation model was used to test hypotheses and relationships. Findings Results showed that while cosmopolitan and self-identification with GCC dimensions of ACGG had a positive association with perceived brand equity, exposure to marketing activities of MNCs and global mass media exposure dimensions of AGCC had a negative association with perceived brand equity. Perceived brand equity also revealed a positive association with attitudes toward the brand, which in turn, affected brand resonance. Research limitations/implications The research used a sample of 18-24-year-old youth consumers. Future research could be extended to include younger (15-17-year old) sample to provide a broader sample of the youth market. In addition, future replication of findings should seek through cross-cultural investigation of multiple youth segments. Practical implications Findings suggest support multiple dimensions of the AGCC scale as holding significant influence on young consumers’ brand equity consisting of brand image and brand awareness. Managerially, the findings provide support on the youth consumer’s affinity toward self-identification with a GCC and cosmopolitan openness to foreign cultures as being positively related to the adoptions and retention of apparel brands. Social implications Theoretically, the results provide empirical evidence for the debate on the interrelationship between brand equity and attitudes toward brands. The theoretical model guiding the current study reflects the notion of an emerging acculturation process among a segment of the world’s population to a set of global consumer preferences and ideals that are increasingly being embodied in global brands. Originality/value This is among one of the first studies attempting to explore the applicability of Cleveland and Laroche’s (2007) AGCC concepts in predicting young consumers’ attitudes and behavioral responses toward global brands.

The impact of brand gender on brand equity

2016 ◽  
Vol 33 (2) ◽  
pp. 178-195 ◽  
Author(s):  
Theo Lieven ◽  
Christian Hildebrand
Keyword(s):  
Brand Equity ◽  
Positive Influence ◽  
Gender Effects ◽  
Mixed Effect ◽  
Content Type ◽  
Nested Models ◽  
Global Brands ◽  
Biological Sex ◽  
Gender Perceptions ◽  
The Impact

Purpose – The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains. Design/methodology/approach – Consumers from ten countries on four continents rated 20 global brands, leading to a total of 16,934 cross-clustered observations. Linear mixed effect models examined a series of nested models, testing three novel brand gender effects with respect to the impact of androgynous brands on brand equity and the moderating role of consumers’ biological sex as well as individualistic and collectivistic cultures. Additional robustness tests provide support on form, metric, and scalar invariance of the measurements and the robustness of the observed effects across countries and cultures. Findings – The current research reveals that androgynous brands generate higher brand equity relative to exclusively masculine, exclusively feminine, and undifferentiated brands. The authors also show a brand gender congruence effect such that male consumers value masculine brands higher than females while female consumers value more feminine brands higher than males. Finally, highly masculine brands generate higher brand equity in more individualistic countries whereas highly feminine brands generate higher brand equity in more collectivistic countries. Originality/value – This is the first research examining and demonstrating the positive influence of androgynous brand gender perceptions on brand equity. To the best of the authors’ knowledge, this is also the first paper examining brand gender effects across countries and cultures.

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