Global identity strategy and its efficacy for Asian brands: Is Toyota global or Japanese to consumers?

Abstract

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.