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| Tekijä: | Strizhakova, Y. Coulter, R.A. Price, L.L. |
| Otsikko: | Branding in a global marketplace: the mediating effects of quality and self-identity brand signals |
| Lehti: | International Journal of Research in Marketing
2011 : DEC, VOL. 28:4, p. 342-351 |
| Asiasana: | global brands brand loyalty brand valuation consumer attitudes consumer choice |
| Kieli: | eng |
| Tiivistelmä: | Research indicates that consumers with a strong belief in global citizenship through global brands (GCGB) have a stronger sense of brand awareness and prefer global brands over local ones. This article tests the mediating effects of consumer use of quality and self-identity brand signals between GCGB and the importance of branded products in addition to purchasing of global brands. The results show that consumers use brands to signal quality and self-identity, self-identity being the more important factor in developed countries. Generally, strong belief in GCGB increases the use of brands as symbolic signals and a way to express identity through brands, and global brands have a distinct competitive advantage thanks to their reputation of a sign of quality. |
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