The Relational Value of Perceived Brand Globalness and Localness

Autor(en)

Christina Sichtmann, Vasileios Davvetas, Adamantios Diamantopoulos

Abstrakt

Despite the well-documented importance of consumer-brand relationships, international branding research has not yet investigated whether a brand's perceived globalness and localness influence consumers' identification with the brand. Drawing on brand relationship theory and global/local branding literature, the present research theorizes on how perceived brand globalness and localness influence consumer-brand relationship building and discusses how these influences vary for brands of domestic versus foreign origin. Two studies in mature and emerging markets, using several brands across multiple product categories, reveal that both perceived brand globalness and localness have positive effects on consumer-brand identification. These effects (1) hold in both mature and emerging market settings, (2) are independent of brand quality assessments, (3) interact in a mutually-reinforcing way, and (4) are moderated by brand origin in a substitutional manner indicating that the relational effects of brand localness (globalness) are stronger for foreign (domestic) than for domestic (foreign) brands.

Organisation(en)

Institut für Rechnungswesen, Innovation und Strategie

Externe Organisation(en)

University of Leeds

Journal

Journal of Business Research

Band

104

Seiten

597-613

Anzahl der Seiten

17

ISSN

0148-2963

DOI

https://doi.org/10.1016/j.jbusres.2018.10.025

Publikationsdatum

10-2018

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre, 502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Marketing

Link zum Portal

https://ucris.univie.ac.at/portal/de/publications/the-relational-value-of-perceived-brand-globalness-and-localness(720e05b4-ab04-40c7-808e-b7bfa8445139).html