GLOBAL AND LOCAL BRANDS: DISTINGUISHING PERCEPTIONS FROM ORIGIN

Peren Ozturan

Makale detayları

GLOBAL AND LOCAL BRANDS: DISTINGUISHING PERCEPTIONS FROM ORIGIN

Yazarlar:

Peren Ozturan

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

İşletme

Dergi:

Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi Vol.24 Issue 1, pp.47-77

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001291135

pISSN:

1303-0027

Anahtar kelimeler:

Özet:

 Purpose: This study aims to 1 disentangle the relationship between brand origin global vs. local and brand perceptions perceived brand globalness, PBG vs. local iconness, LI, and 2 investigate how consumer ethnocentrism moderates these model pathways. Designmethodologyapproach: We utilize a multi-method approach in two complementary studies, a survey N253 and an experiment N148. Findings: We find that brand origin global vs. local and perceptions PBG vs. LI are distinct constructs that need to be accounted for separately in brand evaluation models. We show that the routes to purchase intentions PIs differ across global and local origin brands. PBG has a positive relationship with perceived brand quality and prestige but only for global origin brands. In contrast, for local origin brands, LI plays a crucial role via positive relationships to perceived brand quality and prestige. Consumers prefer brands to stay true to their brand origin. Ethnocentrism dampens both the PBG-PI and LI-PI relations only for global origin brands. Neither PBG nor LI seems to trigger PIs for ethnocentric consumers for global origin brands. Originalityvalue: We show that the routes to PIs differ across global and local origin brands. Brand managers should stay true to the origins of their brands globallocal in building their brands globalnesslocalness perceptions since consumers prefer a fit between origin and perceptions.

 Purpose: This study aims to 1 disentangle the relationship between brand origin global vs. local and brand perceptions perceived brand globalness, PBG vs. local iconness, LI, and 2 investigate how consumer ethnocentrism moderates these model pathways. Designmethodologyapproach: We utilize a multi-method approach in two complementary studies, a survey N253 and an experiment N148. Findings: We find that brand origin global vs. local and perceptions PBG vs. LI are distinct constructs that need to be accounted for separately in brand evaluation models. We show that the routes to purchase intentions PIs differ across global and local origin brands. PBG has a positive relationship with perceived brand quality and prestige but only for global origin brands. In contrast, for local origin brands, LI plays a crucial role via positive relationships to perceived brand quality and prestige. Consumers prefer brands to stay true to their brand origin. Ethnocentrism dampens both the PBG-PI and LI-PI relations only for global origin brands. Neither PBG nor LI seems to trigger PIs for ethnocentric consumers for global origin brands. Originalityvalue: We show that the routes to PIs differ across global and local origin brands. Brand managers should stay true to the origins of their brands globallocal in building their brands globalnesslocalness perceptions since consumers prefer a fit between origin and perceptions.

 Purpose: This study aims to 1 disentangle the relationship between brand origin global vs. local and brand perceptions perceived brand globalness, PBG vs. local iconness, LI, and 2 investigate how consumer ethnocentrism moderates these model pathways. Designmethodologyapproach: We utilize a multi-method approach in two complementary studies, a survey N253 and an experiment N148. Findings: We find that brand origin global vs. local and perceptions PBG vs. LI are distinct constructs that need to be accounted for separately in brand evaluation models. We show that the routes to purchase intentions PIs differ across global and local origin brands. PBG has a positive relationship with perceived brand quality and prestige but only for global origin brands. In contrast, for local origin brands, LI plays a crucial role via positive relationships to perceived brand quality and prestige. Consumers prefer brands to stay true to their brand origin. Ethnocentrism dampens both the PBG-PI and LI-PI relations only for global origin brands. Neither PBG nor LI seems to trigger PIs for ethnocentric consumers for global origin brands. Originalityvalue: We show that the routes to PIs differ across global and local origin brands. Brand managers should stay true to the origins of their brands globallocal in building their brands globalnesslocalness perceptions since consumers prefer a fit between origin and perceptions.

 Amaç: Bu çalışma, 1 marka kökeni küresel ve yerel ile marka algıları marka küreselliği, MK ve yerel ikonluk, Yİ arasındaki ilişkileri ve 2 bu yapısal ilişkiler üzerinde tüketici etnosentrizminin rolünü araştırmaktadır. Metodoloji: Ampirik olarak birbirini tamamlayıcı iki metot, bir anket N253 ve bir deney N148 kullanılmaktadır. Bulgular: Marka değerlendirme modellerinde marka kökeni küresel ve yerel ile marka algıları MK ve Yİ ayrı ayrı hesaba alınması gereken farklı kavramlardır. Tüketicilerin satın alma niyetlerini SAN artırmada küresel ve yerel kökenli markalar arasında farklılıklar bulunmaktadır. MKnin marka kalitesi ve prestiji ile pozitif bir ilişkisi vardır, ancak bu sadece küresel kökenli markalar için geçerlidir. Buna karşılık, yerel kökenli markalar için Yİ, marka kalitesi ve prestiji ile pozitif ilişkisi sebebiyle önemli bir rol oynar. Tüketiciler, marka kökenlerine sadık kalan markaları tercih etmektedir. Ayrıca, etnosentrizm, hem MK-SAN hem de Yİ-SAN ilişkilerini yalnızca küresel kökenli markalar açısından zayıflatıcı etkiye sahiptir. Etnosentrik tüketicilerin küresel kökenli markalar açısından SANlarını tetiklemekte ne MK, ne de Yİ etkin bir rol oynar. Özgünlükdeğer: Çalışmamız SANa giden yolların küresel ve yerel kökenli markalar arasında farklılık gösterdiğine işaret ediyor. Tüketicilerin köken ile algılar arasında uyumu tercih etmesi nedeniyle, yöneticilere markalarının küresellikyerellik algılarını oluştururken marka kökenine küreselyerel sadık kalmalarını öneriyoruz.

Makale detayları

GLOBAL AND LOCAL BRANDS: DISTINGUISHING PERCEPTIONS FROM ORIGIN

Yazarlar:

Peren Ozturan

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

İşletme

Dergi:

Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi Vol.24 Issue 1, pp.47-77

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001291135

pISSN:

1303-0027

Brand origin

perceived brand globalness

local iconness

ethnocentrismMarka kökeni

algılanan marka küreselliği

yerel ikonluk

etnosentrizm

Sayı

Makale detayları

Yazarlar: Peren Ozturan

Yayıncı: Dokuz Eylul University

Ana Başlıklar: İşletme

Dergi: Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi Vol.24 Issue 1, pp.47-77

Belge Tipi: Makale

Yayın Tarihi: 10/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001291135

pISSN: 1303-0027

Sayı

Yazarlar:

Peren Ozturan

Yayıncı:

Dokuz Eylul University

Ana Başlıklar:

İşletme

Dergi:

Dokuz Eylül Üniversitesi İşletme Fakültesi Dergisi Vol.24 Issue 1, pp.47-77

Belge Tipi:

Makale

Yayın Tarihi:

10/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001291135

pISSN:

1303-0027