Identifying new segments from a global branding perspective: a three-country study

Maria Palazzo (), Agostino Vollero () and Alfonso Siano ()
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Maria Palazzo: University of Salerno
Agostino Vollero: University of Salerno
Alfonso Siano: University of Salerno

Journal of Marketing Analytics, 2016, vol. 4, issue 4, No 4, 159-171

Abstract: Abstract The paper aims to broaden the knowledge regarding consumer attitudes towards global brands and to determine whether these attitudes can be ‘used’ as segmentation criteria. The paper, firstly, identifies a number of dimensions that have been used to analyse consumer perceptions of global brands; secondly, a cross-country analysis carried out in three countries examines the selected factors related to both national and cultural consumer context and to consumer brand equity. Through a multiple correspondence analysis and a cluster analysis, the paper identifies distinct and fresh groups of consumers which are good indicators of existing market trends.

Keywords: national identity; ethnocentrism; brand loyalty; consumer attitudes; global brands; COO effect; multiple correspondence analysis; cluster analysis (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (1)

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DOI: 10.1057/s41270-016-0009-8

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