How perceived brand globalness creates brand value
成果类型：
Article
署名作者：
Steenkamp, JBEM; Batra, R; Alden, DL
署名单位：
Tilburg University; University of Michigan System; University of Michigan; University of Hawaii System
刊物名称：
JOURNAL OF INTERNATIONAL BUSINESS STUDIES
ISSN/ISSBN：
0047-2506
DOI：
10.1057/palgrave.jibs.8400002
发表日期：
2003
页码：
53-65
关键词：
摘要：
In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global brands to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences the likelihood of brand purchase. Using consumer data from the U.S.A. and Korea, we find that PBG is positively related to both perceived brand quality and prestige and, through them, to purchase likelihood. The effect through perceived quality is strongest. PBG effects are weaker for more ethnocentric consumers.