How Perceived Brand Globalness Creates Brand Value
Jan‐Benedict EM Steenkamp
University of North Carolina (UNC) at Chapel Hill - Marketing Area
Stephen M. Ross School of Business at the University of Michigan
Dana L. Alden
University of Hawaii at Manoa - Department of Marketing
June 20, 2002
In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences brand purchase likelihood. Using consumer data from the USA and Korea, we find that PBG is positively related to both perceived brand quality and prestige and, through them, purchase likelihood. The effect through perceived quality is strongest. PBG effects are weaker for more ethnocentric consumers.
Number of Pages in PDF File: 34working papers series
Date posted: November 15, 2002
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