GLOBAL AND LOCAL BRANDS: DISTINGUISHING PERCEPTIONS FROM ORIGIN

Authors : Peren OZTURAN

Pages : 47-77

Doi:10.24889/ifede.1116569

View : 19 | Download : 31

Publication Date : 2023-06-10

Article Type : Research Paper

Abstract :Purpose: This study aims to insert ignore into journalissuearticles values(1); disentangle the relationship between brand origin insert ignore into journalissuearticles values(global vs. local); and brand perceptions insert ignore into journalissuearticles values(perceived brand globalness, PBG vs. local iconness, LI);, and insert ignore into journalissuearticles values(2); investigate how consumer ethnocentrism moderates these model pathways. Design/methodology/approach: We utilize a multi-method approach in two complementary studies, a survey insert ignore into journalissuearticles values(N=253); and an experiment insert ignore into journalissuearticles values(N=148);. Findings: We find that brand origin insert ignore into journalissuearticles values(global vs. local); and perceptions insert ignore into journalissuearticles values(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 insert ignore into journalissuearticles values(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 insert ignore into journalissuearticles values(global/local); in building their brands’ globalness/localness perceptions since consumers prefer a fit between origin and perceptions.
Keywords : Marka kökeni, algılanan marka küreselliği, yerel ikonluk, etnosentrizm