Perceived Globalness and Localness in B2B Brands: A Co-Branding Perspective

Autor(en)

Mayoor Mohan, Brian P. Brown, Christina Sichtmann, Klaus Schöfer

Abstrakt

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(en)

Institut für Rechnungswesen, Innovation und Strategie

Externe Organisation(en)

Virginia Commonwealth University, Newcastle University

Journal

Industrial Marketing Management

Band

72

Seiten

59-70

Anzahl der Seiten

12

ISSN

0019-8501

DOI

https://doi.org/10.1016/j.indmarman.2018.03.014

Publikationsdatum

04-2018

Peer-reviewed

Ja

ÖFOS 2012

502052 Betriebswirtschaftslehre, 502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Marketing

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/98da5960-2491-492b-90ac-854ff1145830