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.
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Islamic Azad Univ, Dept Management & Social Sci, Tehran North Branch, Tehran, IranIslamic Azad Univ, Dept Management & Social Sci, Tehran North Branch, Tehran, Iran
Ghorbanzadeh, Davood
Rahehagh, Atena
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Islamic Azad Univ, Dept Management & Social Sci, Tehran North Branch, Tehran, IranIslamic Azad Univ, Dept Management & Social Sci, Tehran North Branch, Tehran, Iran
Rahehagh, Atena
Ghiyasi, Maryam
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Islamic Azad Univ, Dept Business Management, Arak Branch, Arak, IranIslamic Azad Univ, Dept Management & Social Sci, Tehran North Branch, Tehran, Iran