How perceived brand globalness creates brand value

被引:0
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作者
Jan-Benedict E M Steenkamp
Rajeev Batra
Dana L Alden
机构
[1] Tilburg University,
[2] University of Michigan Business School,undefined
[3] University of Hawaii at Honolulu,undefined
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摘要
In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global brands to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences the likelihood of brand purchase. Using consumer data from the U.S.A. and Korea, we find that PBG is positively related to both perceived brand quality and prestige and, through them, to purchase likelihood. The effect through perceived quality is strongest. PBG effects are weaker for more ethnocentric consumers.
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页码:53 / 65
页数:12
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