Brand credibility and marketplace globalization: The role of perceived brand globalness and localness

Timo Mandler, Fabian Bartsch, C. Min Han

Research output: Contribution to journalArticlepeer-review

5 Scopus citations

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.

Original languageEnglish
Pages (from-to)1559-1590
Number of pages32
JournalJournal of International Business Studies
Volume52
Issue number8
DOIs
StatePublished - 2021 Oct

Keywords

  • brand credibility
  • globalization
  • perceived brand globalness
  • perceived brand localness
  • signaling theory
  • structural equation modeling

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