Branding in a Global Marketplace: The Mediating Effects of Quality and Self-Identity Brand Signals

International Journal of Research in Marketing, Forthcoming

Posted: 22 May 2011

See all articles by Yuliya Strizhakova

Yuliya Strizhakova

Rutgers, The State University of New Jersey - Rutgers University, Camden

Robin A. Coulter

University of Connecticut - Department of Marketing

Linda Price

affiliation not provided to SSRN

Date Written: May 18, 2011

Abstract

Research documents that consumers with a stronger belief in global citizenship through global brands (GCGB) view branded products as more important and prefer global over local brands. We test the mediating effects of consumer use of quality and self-identity brand signals on the relationships between GCGB and the importance attributed to branded products (Study 1; U.S. and Russia) and also purchases of global brands (Study 2; U.S., U.K, and Russia). Our research establishes that consumer involvement with branded products and purchases of global brands turn on consumers’ use of brands as signals of quality and of self-identity. In the developing country, results document mediation effects for the use of both quality and self-identity signals on importance of branded products and global brand purchases. In developed countries, we find that importance of branded products is explained by a greater use of brands as self-identity signals, whereas purchases of global brands are explained by a greater use of quality signals. Overall, consumers with stronger beliefs in GCGB are more likely to use brands as symbolic signals and express their identity through brands, and consumer use of global brands as quality signals provides a distinct competitive advantage to global brands in both developed and developing countries.

JEL Classification: global brands, local brands, global identity, signaling theory, brand meanings, emerging markets

Suggested Citation

Strizhakova, Yuliya and Coulter, Robin A. and Price, Linda, Branding in a Global Marketplace: The Mediating Effects of Quality and Self-Identity Brand Signals (May 18, 2011). International Journal of Research in Marketing, Forthcoming . Available at SSRN: https://ssrn.com/abstract=1845743

Yuliya Strizhakova (Contact Author)

Rutgers, The State University of New Jersey - Rutgers University, Camden ( email )

Camden, NJ 08102
United States

Robin A. Coulter

University of Connecticut - Department of Marketing ( email )

Storrs, CT 06269
United States

Linda Price

affiliation not provided to SSRN ( email )

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