English, Article edition: How perceived brand globalness creates brand value Jan-Benedict E M Steenkamp; Rajeev Batra; Dana L Alden

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Physical Description
  • article
Language
  • English

Edition details

Title
  • How perceived brand globalness creates brand value
Author
  • Jan-Benedict E M Steenkamp
  • Rajeev Batra
  • Dana L Alden
Physical Description
  • article
Notes
  • In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global brands to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences the likelihood of brand purchase. Using consumer data from the U.S.A. and Korea, we find that PBG is positively related to both perceived brand quality and prestige and, through them, to purchase likelihood. The effect through perceived quality is strongest. PBG effects are weaker for more ethnocentric consumers. Journal of International Business Studies (2003) 34, 53–65. doi:10.1057/​palgrave.jibs.8400002
  • RePEc:pal:jintbs:v:34:y:2003:i:1:p:53-65
Language
  • English
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