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 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

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.

scholarly journals The Impact of Business Innovations on Brand Value

2019 ◽  
Vol 10 (2) ◽  
Author(s):  
Katarina Janošková ◽  
Pavol Kral ◽  
Anna Krizanova
Keyword(s):  
Brand Equity ◽  
Theoretical Background ◽  
Brand Value ◽  
Global Brands ◽  
Strategic Assets ◽  
Brand Values ◽  
Primary Determinant ◽  
Two Parameters ◽  
Company Growth ◽  
The Impact

This article deals with interaction between business innovations and brand value. Innovation and brand equity are two important dimensions that drive businesses today; innovation in particular is a primary determinant of brand equity. Innovations and brand value are two key strategic assets that play important role in company growth and success. The aim of the research is demonstrating a statistically siginificant dependence between the brand value and innovations, which in our research are represented by R&D expenditures. Expenditure on research and development is taken in absolute terms, but also in relative terms as a percentage of revenue. Article contains basic theoretical background of this topic and results of research focused on confirming the dependence between these two parameters. The research is carried out on a sample of fourteen global brands (Google, Apple, Amazon, Microsoft, Samsung, Shell, IBM, Mercedes-Benz, Oracle, Siemens, Honda, Cisco, Intel, Nestlé) with application of mathematical-statistical apparatus. The analysis is carried out by comparison of selected brand values provided by consultative company Brand Finance with innovations represented by R&D expenditure (USD, percentage of sales).

Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

Metamorphosis ◽  
2017 ◽  
Vol 16 (1) ◽  
pp. 45-59 ◽  
Author(s):  
Rajesh Sharma
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Brand Associations ◽  
Four Dimensions ◽  
Global Brands ◽  
Brand Association ◽  
The Impact

The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A total of 288 actual Indian smartphone users evaluated different smartphone brands, that is, both local and international. The empirical findings suggest that CBBE for smartphones consists of four dimensions, that is, brand association, brand awareness, brand loyalty, and perceived quality, and that Aaker’s model of CBBE is generally supported. The findings suggest that brand awareness, brand association, perceived quality, and brand loyalty are not all influential dimensions of brand equity in the Indian smartphone market. Perceived quality and brand associations were found to have a positive and significant impact on brand equity with the impact of perceived quality being more profound than brand associations. Brand awareness and brand loyalty were not significant contributors to brand equity. Significant differences were found between perceived brand equity dimensions of local and global brands. This study adds value to the growing body of literature on CBBE and its creation by incorporating brand personality measures. The reliable measures developed in this study will help scholars and managers to monitor brand equity on a continuous basis.

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