Brand credibility and marketplace globalization: The role of perceived brand globalness and localness
- Title
- Brand credibility and marketplace globalization: The role of perceived brand globalness and localness
- Author
- 한충민
- Keywords
- globalization; brand credibility; perceived brand globalness; perceived brand localness; signaling theory; structural equation modeling
- Issue Date
- 2020-04
- Publisher
- PALGRAVE MACMILLAN LTD
- Citation
- JOURNAL OF INTERNATIONAL BUSINESS STUDIES, Page. 1-55
- Abstract
- 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.
- URI
- https://link.springer.com/article/10.1057%2Fs41267-020-00312-2https://repository.hanyang.ac.kr/handle/20.500.11754/160087
- ISSN
- 0047-2506; 1478-6990
- DOI
- 10.1057/s41267-020-00312-2
- Appears in Collections:
- GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
- Files in This Item:
There are no files associated with this item.
- Export
- RIS (EndNote)
- XLS (Excel)
- XML