Brand credibility and marketplace globalization: The role of perceived brand globalness and localness

• 成果类型: Article
• 署名作者: Mandler, Timo; Bartsch, Fabian; Han, C. Min
• 署名单位: Universite Federale Toulouse Midi-Pyrenees (ComUE); Universite de Toulouse; TBS Education; IESEG School of Management; Hanyang University
• 刊物名称: JOURNAL OF INTERNATIONAL BUSINESS STUDIES
• ISSN/ISSBN: 0047-2506
• DOI: 10.1057/s41267-020-00312-2
• 发表日期: 2021
• 页码: 1559-1590
• 关键词: globalization; brand credibility; perceived brand globalness; perceived brand localness; SIGNALING THEORY; structural equation modeling

摘要

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.