Perceived globalness and localness in B2B brands: A co-branding perspective

Mohan, Mayoor; Brown, Brian P.; Sichtmann, Christina; Schoefer, Klaus (2018). Perceived globalness and localness in B2B brands: A co-branding perspective Industrial Marketing Management, 72, pp. 59-70. Elsevier 10.1016/j.indmarman.2018.03.014

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This research explores the topics of perceived brand globalness (PBG) and perceived brand localness (PBL) in the B2B context—specifically in terms of how brand localness and globalness factor into B2B buyers' decision making. It does so by examining co-branding relationships that involve alliances between well-known global and local B2B brands with unknown B2B brands in order to tease out the specific influence of brand globalness and localness on buyers' quality evaluations of the unknown brand. In other words, it considers the potential spillover effects of well-known PBG and PBL ally brands on lesser-known focal brands in brand alliances. Notably, we analyze data collected from a sample of Brazilian and U.S. based purchase decision-makers and uncover a number of robust findings likely to benefit both academics and practitioners.

Item Type:	Journal Article (Original Article)
Division/Institute:	Business School > Institute for Applied Data Science & Finance Business School > Institute for Applied Data Science & Finance > Applied Data Science Business School
Name:	Mohan, Mayoor; Brown, Brian P.; Sichtmann, Christina0000-0001-6101-9467 and Schoefer, Klaus
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce
ISSN:	00198501
Publisher:	Elsevier
Language:	English
Submitter:	Christina Sichtmann
Date Deposited:	04 Jan 2022 11:00
Last Modified:	11 Jul 2023 09:45
Publisher DOI:	10.1016/j.indmarman.2018.03.014
Uncontrolled Keywords:	B2B branding Global brands Local brands Co-branding Brand alliance Signaling theory
ARBOR DOI:	10.24451/arbor.15915
URI:	https://arbor.bfh.ch/id/eprint/15915