There has been an increasing number of global brands and corresponding competition among global retailers. At the same time, markets in the world are becoming complex, and consumers in many markets demand localized marketing and branding strategies. To this end, this study seeks to understand how consumers in three countries (Mexico, South Korea, and Japan) perceive U.S. global brands versus local brands and their marketing efforts. The hypotheses are developed based on the brand analysis framework that consists of brand-specific associations (emotional value, perceived quality), general brand impressions (brand awareness, brand image), and brand commitment (brand loyalty, purchase intention). The results revealed significant main effects of country and brand type (global vs. local) on brand-specific associations, general brand impressions, and brand commitment. Interactive effects also existed on brand-specific associations, general brand impressions, and brand commitment (only brand loyalty). Potential strategies for both U.S. global brands and local brands are suggested for each country.
|Title of host publication||Developments in Marketing Science|
|Subtitle of host publication||Proceedings of the Academy of Marketing Science|
|Number of pages||1|
|State||Published - 2015|
|Name||Developments in Marketing Science: Proceedings of the Academy of Marketing Science|
Bibliographical notePublisher Copyright:
© 2015, Academy of Marketing Science.
- Brand Commitment
- Brand Image
- Consumer Response
- Potential Strategy
- Purchase Intention
ASJC Scopus subject areas
- Strategy and Management