Brand credibility and marketplace globalization: The role of perceived brand globalness and localness

被引：0
作者：
Timo Mandler
Fabian Bartsch
C. Min Han
机构：
[1] Toulouse Business School,Department of Marketing and International Business
[2] IESEG School of Management,undefined
[3] LEM-CNRS 9221,undefined
[4] Hanyang University,undefined
来源：
Journal of International Business Studies | 2021年 / 52卷
关键词：
globalization; brand credibility; perceived brand globalness; perceived brand localness; signaling theory; structural equation modeling;
D O I：
暂无
中图分类号：
学科分类号：
摘要：
Consumers in Western markets are increasingly critical towards globalization and re-embrace local values. Companies thus must decide whether to continue to pursue global branding strategies and/or rejuvenate local branding strategies. To explore the implications of market globalization for consumer preferences, we use signaling theory to investigate the role of perceived brand globalness (PBG) and brand localness (PBL) as signals of brand credibility, related downstream effects and boundary conditions, across two countries with differing levels of globalization. In globalized markets, PBG is a weaker signal of brand credibility than PBL, whereas in globalizing markets, the two signals are of equal importance.
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页码：1559 / 1590
页数：31
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