How perceived brand globalness creates brand value

被引：0

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

来源：

Journal of International Business Studies | 2003年 / 34卷

关键词：

D O I：

暂无

中图分类号：

学科分类号：

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.

引用

页码：53 / 65

页数：12

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