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| Author: | Steenkamp, J.-B. EM Batra, R. Alden, D. L. |
| Title: | How Perceived Brand Globalness Creates Brand Value |
| Journal: | Journal of International Business Studies
2003 : JAN, VOL. 34:1, p. 53-65 |
| Index terms: | BRANDS BRAND LOYALTY BRAND VALUATION QUALITY |
| Language: | eng |
| Abstract: | In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global brands to local brands. The authors delineate three pathways through which perceived brand globalness (PBC) influences the likelihood of brand purchase. Using consumer data from the U.S.A. and Korea, the authors 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. PBC effects are weaker for more ethnocentric consumers. |
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