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.

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.

Comment on “Consumer cultural identity…”: global citizenship and reactance

2019 ◽  
Vol 36 (5) ◽  
pp. 628-632
Author(s):  
Rajeev Batra ◽  
Yi Wu
Keyword(s):  
Cultural Identity ◽  
Design Methodology ◽  
Review Paper ◽  
Local Identity ◽  
Global Identity ◽  
Research Attention ◽  
Content Type ◽  
Shared Humanity ◽  
Short Essay ◽  
Global And Local

Purpose The purpose of this paper is to reflect on the review paper by Strizhakova and Coulter (“Consumer cultural identity: local and global cultural identities and measurement implications”) and offer several observations that extend the discussion into new territory. Design/methodology/approach A short essay. Findings The authors pinpoint a lack of research attention within the global consumer culture literature into a manifestation of global identity that can be termed “humanistic global identity.” Originality/value The paper contends that the reactance (conflict) Strizhakova and Coulter point to, which may occur between global and local identity and culture, is more likely in a culture and consumption domain than in a “shared-humanity” domain.

scholarly journals Global OTC pharmaceutical packaging with a local touch

2020 ◽  
Vol 48 (7) ◽  
pp. 727-748 ◽  
Author(s):  
Hannele Kauppinen-Räisänen ◽  
Daleen van der Merwe ◽  
Magdalena Bosman
Keyword(s):  
Pharmaceutical Products ◽  
Contextual Influences ◽  
Content Type ◽  
Packaging Design ◽  
Global Brands ◽  
Valuation Technique ◽  
The Usa ◽  
Global And Local ◽  
The Impact ◽  
Practical Implications

PurposeThe aim of this study is to explore the contextual influences of packaging design and its cues on respondents' preferences.Design/methodology/approachTo explore the contextuality of packaging cues, a multi-attribute valuation technique, conjoint analysis was used for two types of pharmaceutical products (painkiller and sore throat medicine) across seven countries. Data were collected among respondents (N = 461) from Finland, Ghana, Mongolia, Nigeria, Portuguese, South Africa and the USA.FindingsSimilarities and dissimilarities were observed between the product types and countries analysed in terms of the impact of packaging cues. The findings demonstrate the global and local nature of brand cues expressed in retail packaging.Practical implicationsThe study implies that some cues may serve global markets, while some cues may need to be localised in order to meet the needs of local markets. Understanding these cues and their influences on consumers' brand preferences and choices at the point-of-purchases may enable companies to enter new markets, help them create sustainable and credible global brands.Originality/valueThe study contributes to the existing retail packaging literature and pharmaceutical branding literature by providing empirical evidence of the multidimensional aspects of sensory packaging cues. Second, it contributes by showing the contextual nature of retail packaging and its associated cues for OTC pharmaceuticals.

scholarly journals Brand clarity of local and global brands in fast-moving consumer goods: an empirical study in a Middle East country

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Maryam Vaziri ◽  
Joan Llonch-Andreu ◽  
Pilar López-Belbeze
Keyword(s):  
Consumer Goods ◽  
Fast Moving ◽  
Middle Eastern ◽  
Content Type ◽  
Global Brands ◽  
Global Brand ◽  
Fast Moving Consumer Goods ◽  
Different Types ◽  
Post Hoc ◽  
Global And Local

Purpose This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL. Design/methodology/approach Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs. Findings The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands. Social implications For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective. Originality/value This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.

scholarly journals Global-local consumer identities as drivers of global digital brand usage

2019 ◽  
Vol 36 (5) ◽  
pp. 702-725 ◽  
Author(s):  
Katerina Makri ◽  
Karolos-Konstantinos Papadas ◽  
Bodo B. Schlegelmilch
Keyword(s):  
Social Networking Sites ◽  
Local Identity ◽  
Strategic Decisions ◽  
Digital Products ◽  
Global Identity ◽  
Content Type ◽  
Actual Usage ◽  
Local Identities ◽  
Cross Country ◽  
Practical Implications

Purpose The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens of developed vs developing countries. Design/methodology/approach Cross-country surveys in a developed (Austria) and a developing country (Thailand) were conducted. Data collected from 425 young adults were analyzed using SEM techniques in order to test a set of hypotheses. Findings Results show that in Thailand, users with a global identity enjoy participating in global SNS more than their counterparts in Austria. In addition, consumers with a local identity in Thailand demonstrate less pleasure when participating in global SNS than their counterparts in Austria, and consequently are less inclined to use global SNS. Practical implications Findings provide digital marketers with useful insights into important strategic decisions regarding the selection and potential adaptation of global digital brands according to the country context. Originality/value This research is the first to extend the location-based identity research in the context of global digital brands, explain how global-local identities predict SNS usage through an engagement mechanism and investigate cross-country variations of this mechanism.

Start-up motives and challenges facing female entrepreneurs in Tanzania

2019 ◽  
Vol 11 (2) ◽  
pp. 102-119 ◽  
Author(s):  
Nsubili Isaga
Keyword(s):  
Urban Areas ◽  
Developed Countries ◽  
Access To Finance ◽  
Female Entrepreneurs ◽  
Public And Private ◽  
Developed Country ◽  
Content Type ◽  
The Government ◽  
Survey Responses ◽  
Practical Implications

Purpose Research on women-owned business is more extensive in developed countries than in developing countries and such one cannot compare the results. This paper aims to examine the motives of women in Tanzania (a less developed country) to start their own businesses and the challenges they faced in running their businesses. Design/methodology/approach Based on 400 response to a semi-structured questionnaire and in-depth interview with 20 female entrepreneurs. Subsequently, descriptive and factors analysis were performed to analyze the data Findings Based on survey responses, the primary reason for starting a business was to create employment for the woman herself. Other motives include supplementing income and enabling women to be able to do the kind of work they wanted to do. According to the factor analysis, female entrepreneurs are driven more by push factors than pull factors. The most serious problems faced by female entrepreneurs are lack of access to finance, gender-related problems and social and cultural commitments. Research limitations/implications The sample was selected from urban areas of only three regions, out of 26 regions in Tanzania. Researchers may extend the study to other regions; also, the non-probability sampling method used in this study essentially means that there is a limitation to the extent to which the research findings can be generalized to the rest of the population of female entrepreneurs in Tanzania. Practical implications Policy makers, financial institutions and all organization that have a stake on development on female entrepreneurs in Tanzania should design policies and programs that encourage and promote the creation and growth of businesses. Collective efforts from the government, public and private institutions and NGOs are needed to eliminate the challenges, especially gender-related problems. Practical implications By studying female owner-managers’ motivations and constraints, the author suggests that to a greater extent, gender-related problems, social and cultural commitments and access to finance and networks are the constraints faced by female entrepreneurs. Originality/value The research on female entrepreneurs in the context of Tanzania is scarce, this study responds to a need of better understanding women motivations and constraints. By studying these factors, this study shows that startup motives and constraints faced by female entrepreneurs are unique to different contexts.

How global brands incorporate local cultural elements to improve brand evaluations

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chunyan Nie ◽  
Tao Wang
Keyword(s):  
Design Methodology ◽  
Design Experiment ◽  
Content Type ◽  
Cultural Elements ◽  
Global Brands ◽  
Brand Evaluations ◽  
Global Brand ◽  
Favorable Evaluation ◽  
Research Experiment ◽  
The Relationship

Purpose The purpose of this paper is to examine the effect of the interpretation strategy of cultural mixing on consumers’ evaluations of global brands that incorporate local cultural elements. Specifically, this paper examines whether a property interpretation and a relational interpretation have different influences on consumers’ evaluations of global brands that incorporate local cultural elements. Design/methodology/approach Two experiments were conducted as part of this research. Experiment 1 adopted a two (interpretation strategy: property interpretation vs relational interpretation) single-factor between-subjects design. Experiment 2 adopted a 2 (interpretation strategy: property interpretation vs relational interpretation) × 2 (polyculturalist beliefs: high vs low) between-subjects design. The data were analyzed using ANOVA and PROCESS 213. Findings A property interpretation (emphasizing that some features of a global brand transfer to local cultural elements) leads to a less favorable evaluation of global brands that incorporate local cultural elements than a relational interpretation (emphasizing a relation between global brands and local cultural elements). This effect is fully mediated by perceived cultural intrusion, and it exists only when consumers have a low level of polyculturalist beliefs. Originality/value This paper reveals that the phenomenon of cultural mixing occurs when global brands incorporate local cultural elements. In addition, the way that consumers perceive the relationship between global brands and local cultural elements will determine their reactions to global brands that incorporate local cultural elements.

Disasters, hope and globalization: exploring self-identification with global consumer culture in Japan

2019 ◽  
Vol 36 (5) ◽  
pp. 726-747 ◽  
Author(s):  
Shintaro Okazaki ◽  
Charles R. Taylor ◽  
Patrick Vargas ◽  
Jörg Henseler
Keyword(s):  
Consumer Culture ◽  
Purchase Intention ◽  
International Marketing ◽  
Mortality Salience ◽  
Traumatic Events ◽  
Equation Modeling ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
Global Brands ◽  
Global Brand

Purpose An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture (IDGCC) in global brand purchase intention in response to disasters that heighten mortality salience. The roles of materialism, consumer ethnocentrism, cosmopolitanism and hope in this this process are also explored. Design/methodology/approach An online experiment was conducted with a large sample of Japanese consumers. Japan was selected because it had recently suffered from a series of devastating earthquakes. Participants’ mortality salience was primed with an earthquake scenario. All measures were adapted from prior research. The authors used structural equation modeling to test the hypotheses and validate the model. Findings The results reveal that IDGCC is a direct predictor of global brand purchase intention when mortality salience is high. It appears that identifying with global consumer culture and buying global brands enhances self-esteem and reduces anxiety for those with high IDGCC. As predicted, materialism and cosmopolitanism positively influence IDGCC, whereas consumer ethnocentrism does not impede IDGCC. Hope directly and positively affects global brand purchase intention. Research limitations/implications Some consumers who experience traumatic events may resist mortality salience and experience a heightened sense of global citizenship. Meanwhile, those with lower IDGCC may revert to in-group favoritism, whereas those with higher IDGCC tend to purchase global brands. Using a scenario to simulate the mental state evoked by a disaster limits generalizability. Practical implications The findings illuminate how firms should modify their international marketing strategies in the face of traumatic global events when targeting consumers with high vs low IDGCC in terms of framing messages about global brands. Additionally, using global brands that emphasize an optimistic outlook may help global marketers capture attention from consumers high in IDGCC. Originality/value This study is one of the first to address traumatic events and hope, relating these concepts to IDGCC and global brand purchase intention in an international marketing context.

scholarly journals Go local or go global: how local brands promote buying impulsivity

2019 ◽  
Vol 37 (1) ◽  
pp. 1-28 ◽  
Author(s):  
Eline L.E. De Vries ◽  
Bob M. Fennis
Keyword(s):  
Local Food ◽  
Psychological Distance ◽  
Construal Level ◽  
Brand Positioning ◽  
Content Type ◽  
Global Brands ◽  
Mediating Role ◽  
Global Brand ◽  
Positioning Strategy

Purpose Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well as the mediating role of construal level. The findings add a psychological argument to the array of reasons for firms to opt for a local instead of a global brand positioning strategy: local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Design/methodology/approach Five experiments use student and nonstudent samples, different construal level indices and generic and brand-specific buying impulsivity measures to test the hypotheses. Findings Local food brands promote higher levels of buying impulsivity than global brands by lowering consumers’ level of construal. Because local brands are proximal to consumers’ lifestyles, values, preferences and behaviors, they decrease the psychological distance between the brand and the consumer, compared with global brands. The smaller psychological distance lowers consumers’ construal level and renders the immediate, concrete, appetitive attributes of the product more salient, thus making consumers more prone to impulsively buy a local brand than a global one. Practical implications For the choice between a global or local brand positioning strategy, this paper argues in favor of the latter. Local (food) branding is a concrete brand positioning mechanism that can influence and benefit from consumers’ buying impulsivity. Originality/value The research reveals heretofore unknown but important implications of local vs global brand positioning strategies for consumers’ construal level and buying impulsivity.

Brand expansion through reverse socialization: an example of iPhone in China

2020 ◽  
Vol 23 (1) ◽  
pp. 1-20
Author(s):  
Ruoshui Jiao ◽  
Jack Wei
Keyword(s):  
Design Methodology ◽  
Positive Influence ◽  
Cross Cultural ◽  
Cultural Barriers ◽  
Chinese Consumers ◽  
Content Type ◽  
Global Brands ◽  
Symbolic Meanings ◽  
Managerial Implications ◽  
Practical Implications

Purpose One of the greatest challenges that global brands face as they expand into new markets and segments is overcoming social and cultural barriers that prevent them from being accepted by consumers. By drawing on theories of Mead’s prefigurative cultures, reverse socialization and symbolic interactionism, this paper aims to investigate the process of reverse socialization, the antecedents and its impact on parents’ attitude toward the reverse socialized brand. Design/methodology/approach Using in-depth interviewing method, data were collected from 20 Chinese consumers by capturing the accounts of both parents and their children involved in reverse socialization. The interpretive content analysis was used to study the data. Findings Reverse socialization exerts positive influence on brand attitude and facilitates parents’ adoption of the socialized brand. The brand has acquired additional symbolic meanings for Chinese consumers, which in turn enhances self-brand connections among them. Practical implications Managerial implications include strategies for cross-cultural marketers to maximize the acceptance of brands by elderly consumers through reverse socialization and efficiently expand the brands’ market into more segments. Originality/value As the first research of its kind (to the authors’ knowledge), the findings fill a gap in the marketing literature by demonstrating adult children’s influence on parents through reverse socialization.

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