EXPRESS: How to Go Glocal: Omni-Brand Orientation Framework

2021 ◽  
pp. 1069031X2110706
Author(s):  
Ellen Schmidt-Devlin ◽  
Ayşegül Özsomer ◽  
Casey E. Newmeyer
Keyword(s):  
Building Blocks ◽  
Brand Orientation ◽  
Global Brands ◽  
Top Executives ◽  
Performance Quality ◽  
Interpretive Analysis ◽  
Global Brand ◽  
Innovation Product ◽  
Local Connection

The authors develop an omni-brand orientation framework: a bi-dimensional conceptualization that allows global (local) brand elements to coexist alongside local (global) elements in creating a gloCal brand. Based on an interpretive analysis of interviews with 50 top executives, the authors offer new insights into building and succeeding as a gloCal brand. The study finds global brands trying to become gloCal by building and nurturing local authenticity. The building blocks of local authenticity are brand image local connection, local iconness, local insights, and originality. Local brands, in turn, try to become gloCal by achieving global acceptance, a perception identified closely with global brands. The building blocks of global acceptance are perceived brand globalness, innovation, product performance quality, and global brand power. Based on follow-up interviews with nineteen executives, the study dives deeper into the drivers of success and conceptualizes a GloCal Success Cycle, which identifies components and strategies that enable brands to win both globally and locally.

Brand and influencer strategies in social media marketing of luxury brands in African cities

2021 ◽  
Vol 7 (1) ◽  
pp. 105-121 ◽  
Author(s):  
Mehita Iqani
Keyword(s):  
Social Media ◽  
Luxury Brands ◽  
African Cities ◽  
Global Brands ◽  
Global Brand ◽  
Critical Theories ◽  
The Social ◽  
The Relationship ◽  
Depth Interviews

This article explores the role of social media promotions in the marketing of luxury, from the perspectives of both representatives of global brands and the local influencers contracted to promote them online. It provides insights into role of social media in marketing luxury in ‘new’ markets (African cities) and the complexities attendant to the relationship between brand representatives and influencers. It reports on in-depth interviews with brand representatives and social media influencers working in the luxury sector in large anglophone African cities. Empirical findings show the role of social media in how luxury is promoted by those working in the industry. Three key complexities to do with value, trust and authenticity were evident in how global brand representatives and local influencers discussed social media. In terms of value, influencers emphasize strategies for monetizing visibility, while brand managers emphasize the need to get their money’s worth. Regarding trust, influencers express caution about brands trying to exploit them, while brands express scepticism about the extent of influencer’s abilities. On the topic of authenticity, influencers emphasize how the integrity of their personal brands is paramount, while brand representatives are mostly concerned with how genuine the social media posts seem. The article provides original empirical details about the relationships between brand managers and social media influencers, as well as to the nuances of social media luxury marketing in African cities. It contributes to critical theories of branding practice in media economies of the global south.

scholarly journals Improving Teacher’s Performance Quality in The Freedom to Learn Program Using Zone-Based Lesson Study by Exchanging Teachers

2020 ◽  
Vol 23 (1) ◽  
pp. 19
Author(s):  
Ninik Kristiani
Keyword(s):  
Lesson Study ◽  
Ministry Of Education ◽  
Research Subjects ◽  
Quality Teachers ◽  
Performance Quality ◽  
Self Study ◽  
Circular Letter ◽  
Activity Unit ◽  
Work Production

This study aims to investigate the implementation of the strategy of zone-based lesson study by exchanging teachers in order to improve teacher performance, including (1) designing RPPs in accordance with the Circular Letter (SE) of the Indonesian Ministry of Education and Culture (Mendikbud) No. 14 of 2019 concerning the Simplification of RPPs (lesson plans); (2) designing teaching materials such as UKBM (Self-Study Activity Unit) and LKPD (Student Worksheet); (3) implementing Freedom to Learn (FTL); and (4) increasing student participation during FTL. Besides, the strategy can also prepare teachers to become zone organizer teachers. Data were collected for two cycles in which each cycle had two meetings. Data were analyzed through reduction, interpretation, inferences, follow-up, and conclusion. The research subjects were the best quality teachers in their subjects: 1 Biology teacher and 1 History teacher from three schools in cycle 1; and 1 Math teacher and 1 Sociology teacher from two schools in cycle 2. The number of schools where treatments were given in cycle 2 was reduced to follow SK (decree) issued at the end of cycle 1, stating that one of the schools is beyond the target school area. Results showed that the strategy of zone-based lesson study by exchanging teachers can facilitate the improvement of teacher’s performance quality, the path for teachers to become zone organizers, and the work production for professional development as a result of collaboration between supervisors, principals, and teachers

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.

Culturally Polite Communication: Enhancing the Effectiveness of the Localization Strategy

2019 ◽  
Vol 51 (1) ◽  
pp. 49-69
Author(s):  
Dongmei Li ◽  
Robert Kreuzbauer ◽  
Chi-yue Chiu ◽  
Hean Tat Keh
Keyword(s):  
Local Community ◽  
Local Market ◽  
Communication Accommodation ◽  
Cultural Elements ◽  
Communication Accommodation Theory ◽  
Global Brands ◽  
Global Brand ◽  
Localization Strategy ◽  
Accommodation Theory ◽  
Positive Effect

Although global brands entering local markets often use localized communication (i.e., incorporation of local cultural elements in their marketing communications), the fundamental question of when and why the local community would react favorably to this strategy is still not fully answered. This research draws on the communication accommodation theory to address this question. Results from four studies show that local consumers evaluate a global brand less positively when it incorporates high-symbolic (vs. low-symbolic) local cultural elements in its marketing communication. Notably, the positive effect of culturally polite communication on consumers’ evaluations of a global brand occurs only in the local market, but not when the communication occurs in another market. Moreover, localization efforts by a global brand result in a strong localness perception, which has a positive effect on brand evaluation. Indeed, a strong localness perception of the global brand could even overshadow the need for culturally polite communication.

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.

scholarly journals An Analytical Approach to Network Motif Detection in Samples of Networks with Pairwise Different Vertex Labels

2012 ◽  
Vol 2012 ◽  
pp. 1-12 ◽  
Author(s):  
Christoph Schmidt ◽  
Thomas Weiss ◽  
Christian Komusiewicz ◽  
Herbert Witte ◽  
Lutz Leistritz
Keyword(s):  
Statistical Tests ◽  
Network Motif ◽  
Building Blocks ◽  
Random Networks ◽  
Directed Networks ◽  
Topological Information ◽  
Motif Detection ◽  
Electrical Stimuli ◽  
Local Connection ◽  
Original Approach

Network motifs, overrepresented small local connection patterns, are assumed to act as functional meaningful building blocks of a network and, therefore, received considerable attention for being useful for understanding design principles and functioning of networks. We present an extension of the original approach to network motif detection in single, directed networks without vertex labeling to the case of a sample of directed networks with pairwise different vertex labels. A characteristic feature of this approach to network motif detection is that subnetwork counts are derived from the whole sample and the statistical tests are adjusted accordingly to assign significance to the counts. The associated computations are efficient since no simulations of random networks are involved. The motifs obtained by this approach also comprise the vertex labeling and its associated information and are characteristic of the sample. Finally, we apply this approach to describe the intricate topology of a sample of vertex-labeled networks which originate from a previous EEG study, where the processing of painful intracutaneous electrical stimuli and directed interactions within the neuromatrix of pain in patients with major depression and healthy controls was investigated. We demonstrate that the presented approach yields characteristic patterns of directed interactions while preserving their important topological information and omitting less relevant interactions.

Global brands or local heroes?: evidence from the Spanish beer market

2015 ◽  
Vol 117 (2) ◽  
pp. 565-587 ◽  
Author(s):  
Cristina Calvo Porral ◽  
Jean-Pierre Levy-Mangin
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Structural Equation ◽  
Design Methodology ◽  
Equation Modeling ◽  
Specific Knowledge ◽  
Content Type ◽  
Four Dimensions ◽  
Global Brands ◽  
Global Brand

Purpose – The purpose of this paper is to investigate how consumers perceive and evaluate local and global brands – in a developed mature European market. Design/methodology/approach – For this purpose, four dimensions and two consequences of brand equity are evaluated, based on consumers’ standpoint. Structural equation modeling is carried out in order to analyze results obtained. Findings – The findings suggest that brand loyalty, brand image and perceived quality exert the higher influence on consumers’ brand value; while there are relevant differences in consumer’s assessment toward local and global brands. Originality/value – This study provides local and global brand marketers with further specific knowledge on how to market and enhance their brands’ value in a globalized increasingly competitive world.

scholarly journals Polylactide (PLA) and Its Blends with Poly(butylene succinate) (PBS): A Brief Review

Polymers ◽  
2019 ◽  
Vol 11 (7) ◽  
pp. 1193 ◽  
Author(s):  
Shen Su ◽  
Rodion Kopitzky ◽  
Sengül Tolga ◽  
Stephan Kabasci
Keyword(s):  
Material Properties ◽  
Chemical Structure ◽  
Building Blocks ◽  
Processing Parameters ◽  
International Standards ◽  
Butylene Succinate ◽  
Reactive Compatibilization ◽  
Application Potential ◽  
Specific Material

Polylactide (PLA), poly(butylene succinate) (PBS) and blends thereof have been researched in the last two decades due to their commercial availability and the upcoming requirements for using bio-based chemical building blocks. Blends consisting of PLA and PBS offer specific material properties. However, their thermodynamically favored biphasic composition often restricts their applications. Many approaches have been taken to achieve better compatibility for tailored and improved material properties. This review focuses on the modification of PLA/PBS blends in the timeframe from 2007 to early 2019. Firstly, neat polymers of PLA and PBS are introduced in respect of their origin, their chemical structure, thermal and mechanical properties. Secondly, recent studies for improving blend properties are reviewed mainly under the focus of the toughness modification using methods including simple blending, plasticization, reactive compatibilization, and copolymerization. Thirdly, we follow up by reviewing the effect of PBS addition, stereocomplexation, nucleation, and processing parameters on the crystallization of PLA. Next, the biodegradation and disintegration of PLA/PBS blends are summarized regarding the European and International Standards, influencing factors, and degradation mechanisms. Furthermore, the recycling and application potential of the blends are outlined.

Beyond reach: an extended model of global brand effects

2019 ◽  
Vol 36 (5) ◽  
pp. 647-674 ◽  
Author(s):  
Timo Mandler
Keyword(s):  
Product Category ◽  
Extended Model ◽  
Content Type ◽  
Global Brands ◽  
Brand Evaluations ◽  
Product Categories ◽  
Positive Effects ◽  
Global Brand ◽  
Negative Effect ◽  
Brand Effects

Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.

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