Sichtmann, C, Davvetas, V orcid.org/0000-0002-8905-7390 and Diamantopoulos, A (2019) The Relational Value of Perceived Brand Globalness and Localness. Journal of Business Research, 104. pp. 597-613. ISSN 0148-2963
Abstract
Despite the well-documented importance of consumer-brand relationships, international branding research has not yet investigated whether a brand's perceived globalness and localness influence consumers' identification with the brand. Drawing on brand relationship theory and global/local branding literature, the present research theorizes on how perceived brand globalness and localness influence consumer-brand relationship building and discusses how these influences vary for brands of domestic versus foreign origin. Two studies in mature and emerging markets, using several brands across multiple product categories, reveal that both perceived brand globalness and localness have positive effects on consumer-brand identification. These effects (1) hold in both mature and emerging market settings, (2) are independent of brand quality assessments, (3) interact in a mutually-reinforcing way, and (4) are moderated by brand origin in a substitutional manner indicating that the relational effects of brand localness (globalness) are stronger for foreign (domestic) than for domestic (foreign) brands.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2018 Elsevier Inc. All rights reserved. All rights reserved. This is an author produced version of a paper published in Journal of Business Research. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Perceived brand globalness/localness; Consumer-brand identification; Brand origin; Consumer-brand relationships |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 12 Oct 2018 09:50 |
Last Modified: | 16 Apr 2020 00:38 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.jbusres.2018.10.025 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:137035 |
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Filename: JBR-D-17-02765 Final Accepted Manuscript.pdf
Licence: CC-BY-NC-ND 4.0