The relational value of perceived brand globalness and localness

Sichtmann, Christina; Davvetas, Vasileios; Diamantopoulos, Adamantios (2019). The relational value of perceived brand globalness and localness Journal of Business Research, 104, pp. 597-613. Elsevier 10.1016/j.jbusres.2018.10.025

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Despite the well-documented importance of consumer-brand relationships, international branding research has not yet investigated whether a brand's perceived globalness and localness influence consumers' identification with the brand. Drawing on brand relationship theory and global/local branding literature, the present research theorizes on how perceived brand globalness and localness influence consumer-brand relationship building and discusses how these influences vary for brands of domestic versus foreign origin. Two studies in mature and emerging markets, using several brands across multiple product categories, reveal that both perceived brand globalness and localness have positive effects on consumer-brand identification. These effects (1) hold in both mature and emerging market settings, (2) are independent of brand quality assessments, (3) interact in a mutually-reinforcing way, and (4) are moderated by brand origin in a substitutional manner indicating that the relational effects of brand localness (globalness) are stronger for foreign (domestic) than for domestic (foreign) brands.

Item Type:	Journal Article (Original Article)
Division/Institute:	Business School > Institute for Applied Data Science & Finance > Applied Data Science Business School
Name:	Sichtmann, Christina0000-0001-6101-9467; Davvetas, Vasileios and Diamantopoulos, Adamantios
Subjects:	H Social Sciences > H Social Sciences (General)
ISSN:	0148-2963
Publisher:	Elsevier
Language:	English
Submitter:	Christina Sichtmann
Date Deposited:	11 Jul 2023 09:24
Last Modified:	11 Jul 2023 09:24
Publisher DOI:	10.1016/j.jbusres.2018.10.025
Uncontrolled Keywords:	Perceived brand globalness/localness Consumer-brand identification Brand origin Consumer-brand relationships
ARBOR DOI:	10.24451/arbor.18175
URI:	https://arbor.bfh.ch/id/eprint/18175