A Cross-Cultural Brand Analysis: Comparison Between Global and Local Brands

Min Young Lee, Youn Kyung Kim

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Abstract

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.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
Pages261
Number of pages1
DOIs
StatePublished - 2015

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.

Keywords

  • Brand Commitment
  • Brand Image
  • Consumer Response
  • Potential Strategy
  • Purchase Intention

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing

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