Title
Which cues cause consumers to perceive brands as more global? A conjoint analysis Which cues cause consumers to perceive brands as more global? A conjoint analysis
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
London ,
Subject
Economics
Mass communications
Source (journal)
International marketing review. - London, 1983, currens
Volume/pages
32(2015) :6 , p. 606-626
ISSN
0265-1335
ISI
000370001700001
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
Purpose - The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers' perceived brand globalness. Design/methodology/approach - The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings - Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important. Practical implications - The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name. Originality/value - While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors' knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.
E-info
https://repository.uantwerpen.be/docman/iruaauth/04a9df/128661.pdf
Full text (open access)
https://repository.uantwerpen.be/docman/irua/8dde67/128661.pdf
E-info
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