Perceived Globalness and Localness in B2B Brands: A Co-Branding Perspective
- Author(s)
- Mayoor Mohan, Brian P. Brown, Christina Sichtmann, Klaus Schöfer
- Abstract
This research explores the topics of perceived brand globalness (PBG) and perceived brand localness (PBL) in the B2B context—specifically in terms of how brand localness and globalness factor into B2B buyers' decision making. It does so by examining co-branding relationships that involve alliances between well-known global and local B2B brands with unknown B2B brands in order to tease out the specific influence of brand globalness and localness on buyers' quality evaluations of the unknown brand. In other words, it considers the potential spillover effects of well-known PBG and PBL ally brands on lesser-known focal brands in brand alliances. Notably, we analyze data collected from a sample of Brazilian and U.S. based purchase decision-makers and uncover a number of robust findings likely to benefit both academics and practitioners.
- Organisation(s)
- Department of Accounting, Innovation and Strategy
- External organisation(s)
- Virginia Commonwealth University, Newcastle University
- Journal
- Industrial Marketing Management
- Volume
- 72
- Pages
- 59-70
- No. of pages
- 12
- ISSN
- 0019-8501
- DOI
- https://doi.org/10.1016/j.indmarman.2018.03.014
- Publication date
- 04-2018
- Peer reviewed
- Yes
- Austrian Fields of Science 2012
- 502052 Business administration, 502019 Marketing
- Keywords
- ASJC Scopus subject areas
- Marketing
- Portal url
- https://ucrisportal.univie.ac.at/en/publications/98da5960-2491-492b-90ac-854ff1145830