Global identity strategy and its efficacy for Asian brands

2016 ◽  
Vol 28 (5) ◽  
pp. 862-877 ◽  
Author(s):  
C. Min Han
Keyword(s):  
Country Of Origin ◽  
Brand Identity ◽  
Global Identity ◽  
Content Type ◽  
Consumer Responses ◽  
Global Brands ◽  
Global Brand ◽  
Country Of Origin Effects ◽  
Origin Effects ◽  
Practical Implications

Purpose The purpose of this paper is to investigate whether or not the strategy of pursuing a global brand identity by leading Asian firms will produce intended outcomes in consumer responses. For this purpose, the study empirically examines whether global Japanese brands (e.g. Toyota) are perceived as global or Japanese by consumers. Design/methodology/approach Surveys were conducted with Korean consumers for their evaluations of Japanese automobile brands with varying degrees of globalness. As for brands, the study divides Japanese brands into two groups – those with high brand globalness and those with low brand globalness – and to examine if Japanese-origin effects differ between these two groups. Findings In contrast to the hypothesis, global brands were found to be more subject to country-of-origin effects. Research limitations/implications The findings contribute to research on consumer choices and brand globalness by showing country-of-origin effects for global brands. Practical implications The findings suggest that even when Asian firms emphasize the globalness of their brands, they may still need to attend to country-of-origin effects. Originality/value This study examines an unexplored issue of country-of-origin effects for global brands.

How do consumers from developed regions evaluate global brands from emerging countries? An investigation from the perspective of global–local identity

2018 ◽  
Vol 1 (1) ◽  
pp. 2-21 ◽  
Author(s):  
Xiaoling Guo ◽  
Ying-yi Hong
Keyword(s):  
Emerging Countries ◽  
Local Identity ◽  
Developed Country ◽  
Global Identity ◽  
Content Type ◽  
Global Brands ◽  
Global Brand ◽  
Global And Local ◽  
Practical Implications ◽  
Local Cultures

Purpose While an increasing number of global brands are of emerging country origin, research about emerging global brands remains scare. The purpose of this paper is to provide the first theoretical effort to understand how consumers in the developed regions evaluate global brands from emerging countries. Building on globalization and social identity theory, the paper aims to shed light on the effect of global identity on consumer attitude toward emerging global brands, the process of such effect, and the boundary condition for it as well. Design/methodology/approach The authors used two non-student surveys in the USA and UK in which respondents’ global identity was measured and two laboratory experiments in which respondents’ global identity was primed. The operationalization of dependent variables is also divergent, either directly measuring attitude toward the global brands from developing countries or measuring consumer relative evaluation. Convergent results were reported from four studies. Findings The results show that when consumers’ global (vs local) identity is accessible, those from developed regions will show more favorable evaluations of global brands from emerging countries. And this effect is mediated by the positive association between global identity and globalization. Further, this effect emerged when consumers view global and local cultures as compatible with each other but disappeared when consumers view global and local cultures as oppositional to each other. Practical implications The findings have practical implications for global brand marketers from emerging economies to enter developed country markets, and to make their brands real global. Specifically, global identity consumers should be targeted and the compatible view of global and local cultures should be pronounced. Originality/value Focusing on global brands from emerging countries, this paper examines the global identity effect in developed country markets for the first time. The finding add new knowledge to the literature of globalization, global branding, and assimilation effect of global identity, and help to reconcile the heated debate on whether country of origin is still relevant to the globalized world.

An Experiment on the Salience of Country-of-Origin in the Era of Global Brands

1993 ◽  
Vol 1 (1) ◽  
pp. 57-76 ◽  
Author(s):  
David K. Tse ◽  
Gerald J. Gorn
Keyword(s):  
Country Of Origin ◽  
Product Evaluation ◽  
Consumer Product ◽  
General Notion ◽  
Brand Name ◽  
Global Brands ◽  
Global Brand ◽  
Country Of Origin Effects ◽  
Before And After ◽  
Origin Effect

This study investigates the salience of country-of-origin effects in an era when firms are globalizing their operations. Country-of-origin (positive or negative) and global brand name (internationally known or new) were manipulated in a 2 by 2 design in which subjects’ evaluations were obtained both before and after they tried a product. In contrast to the general notion that a well-known global brand will override the country-of-origin effect, we found the country-of-origin to be an equally salient and more enduring factor in consumer product evaluation. The findings provide some implications for marketing managers in their global product strategy.

Harmonization and differences in CSR reporting of US and German companies

2016 ◽  
Vol 21 (2) ◽  
pp. 230-245 ◽  
Author(s):  
Sabine Einwiller ◽  
Christopher Ruppel ◽  
Alexandra Schnauber
Keyword(s):  
Multinational Enterprises ◽  
Stakeholder Management ◽  
Country Of Origin ◽  
Global Reporting Initiative ◽  
Un Global Compact ◽  
Content Type ◽  
Csr Reporting ◽  
Country Of Origin Effects ◽  
Global Standards ◽  
Origin Effects

Purpose – The purpose of this paper is to extend the theoretical discussion and empirical evidence on harmonization as well as differences in CSR reporting, and to dismantle inconsistencies owing to the idiosyncratic methods applied in previous studies. While institutional and cultural differences suggest country-of-origin effects, the proliferation of global standards for CSR reporting is expected to promote harmonization. Design/methodology/approach – Based on a literature review hypotheses concerning harmonization and country-of-origin effects were derived. Reports were content analyzed using the software Leximancer. Harmonization effects were examined by comparing reports of companies that adhered to the standards by the Global Reporting Initiative (GRI) and UN Global Compact and those that did not declare to do so. Country-of-origin effects were explored by comparing reports of German and US multinational enterprises (MNEs). Findings – The study reveals that there are comparatively greater similarities between reports issued by MNEs that adhere to global standards, especially GRI. Results also reveal some country-of-origin effects. While German MNEs report more on environmental issues, US MNEs have a stronger focus on society, especially the community. Originality/value – The study contributes to the limited evidence for harmonization in CSR reporting due to the adherence to global reporting standards. Because comparability is important for many stakeholders addressed by the reports the findings are valuable for stakeholder management, but also for the initiatives who aim to enhance transparency and comparability.

Country of origin effects: a literature review

1998 ◽  
Vol 16 (3) ◽  
pp. 150-199 ◽  
Author(s):  
Khalid I. Al‐Sulaiti ◽  
Michael J. Baker
Keyword(s):  
Literature Review ◽  
Country Of Origin ◽  
Country Of Origin Effects ◽  
Origin Effects

Beyond visual clutter: the interplay among products, advertisements, and the overall webpage

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyunjoo Im ◽  
Hae Won Ju ◽  
Kim K.P. Johnson
Keyword(s):  
Undergraduate Students ◽  
Visual Complexity ◽  
Content Type ◽  
Consumer Responses ◽  
Marketing Effectiveness ◽  
Consumer Experiences ◽  
Visual Clutter ◽  
Negative Relationships ◽  
Practical Implications

PurposeLittle research has been done to understand how individual elements (e.g. advertisements) within a webpage are processed and evaluated when visual complexity is increased. Thus, this study aimed to investigate how consumers allocate attention and evaluate products and advertisements on complex webpages when they are casually browsing.Design/methodology/approachThis study conducted two experiments to test the causal effects of different degrees of visual complexity on consumer responses to products and advertisements. An eye-tracking experiment (n = 90) and a follow-up online experiment (n = 121) were conducted using undergraduate students as participants.FindingsParticipants formed a global impression from the overall webpage complexity, which spilled over to evaluation of individual elements on the webpage (e.g. product, advertisement). The inverted U-shaped relationships (vs. linear negative relationships) between webpage visual complexity and attitude toward the webpage, products, and advertisements were observed. The focal product was given a consistent level of attention regardless of the complexity level.Practical implicationsThis study provides implications for website organization and design to maximize positive consumer experiences and marketing effectiveness. The findings provide implications for retailers and advertisement buyers.Originality/valueThis study expanded the knowledge by examining the interplay between individual elements of webpages and the whole webpage complexity when consumers browse visually complex webpages. It is a novel finding that the overall webpage complexity effect spills over to locally attended products or advertisements.

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