The esteem of global brands

被引：0
|
作者：
Johny K Johansson
Ilkka A Ronkainen
机构：
[1] McDonough School of Business,
[2] Georgetown University,undefined
来源：
Journal of Brand Management | 2005年 / 12卷 / 5期
关键词：
brand; valuation; equity; electronic; management; e-branding; e-tailing; management; international; Internet; marketing; measurement; personality; consumers; advertising; fast moving; consumer goods; FMCG; brand-building; strategy;
D O I：
10.1057/palgrave.bm.2540230
中图分类号：
学科分类号：
摘要：
Global brands are supposed to benefit from the scale and scope that having a presence in multiple markets brings. It has been suggested that the degree to which a brand is global affects positively the regard in which the brand is held. The study tests the proposed linkages between globality and esteem against data from eight countries. The results show that the reach of a brand is consistently associated with higher esteem, but only after familiarity is achieved. The globality of a brand has a clear role in building a sustainable competitive advantage.
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页码：339 / 354
页数：15
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