How perceived brand globalness creates brand value

Jan-Benedict E M Steenkamp, Rajeev Batra and Dana L Alden
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Jan-Benedict E M Steenkamp: Tilburg University, The Netherlands
Rajeev Batra: University of Michigan Business School, Ann Arbor, USA
Dana L Alden: University of Hawaii at Honolulu

Journal of International Business Studies, 2003, vol. 34, issue 1, 53-65

Abstract: 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. Journal of International Business Studies (2003) 34, 53–65. doi:10.1057/palgrave.jibs.8400002

Date: 2003
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