Brand credibility and marketplace globalization: The role of perceived brand globalness and localness

被引：68

作者：

Mandler, Timo ^{[1
]}

Bartsch, Fabian ^{[2
,3
]}

Han, C. Min ^{[4
]}

机构：

[1] Toulouse Business Sch, Dept Mkt & Int Business, 20 Blvd Lascrosses, F-31068 Toulouse, France

[2] IESEG Sch Management, 3 Rue Digue, F-59000 Lille, France

[3] LEM CNRS 9221, 3 Rue Digue, F-59000 Lille, France

[4] Hanyang Univ, 222 Wangsimni Ro, Seoul 133791, South Korea

来源：

JOURNAL OF INTERNATIONAL BUSINESS STUDIES | 2021年 / 52卷 / 08期

关键词：

globalization; brand credibility; perceived brand globalness; perceived brand localness; signaling theory; structural equation modeling; COMMON METHOD VARIANCE; HOME COUNTRY BIAS; OF-FIT INDEXES; CONSUMER CULTURE; ORIGIN IDENTIFICATION; EMERGING MARKETS; MODERATING ROLE; IMPACT; ANTECEDENTS; ATTITUDES;

D O I：

10.1057/s41267-020-00312-2

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Consumers in Western markets are increasingly critical towards globalization and re-embrace local values. Companies thus must decide whether to continue to pursue global branding strategies and/or rejuvenate local branding strategies. To explore the implications of market globalization for consumer preferences, we use signaling theory to investigate the role of perceived brand globalness (PBG) and brand localness (PBL) as signals of brand credibility, related downstream effects and boundary conditions, across two countries with differing levels of globalization. In globalized markets, PBG is a weaker signal of brand credibility than PBL, whereas in globalizing markets, the two signals are of equal importance.

引用

页码：1559 / 1590

页数：32

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