8.5 Perceived Brand Globalness
E M Steenkamp, Batra, and Alden (2002)
Perceived brand globalness affects brand purchase (via brand quality, and prestige)
The effect is moderated by consumer ethnocentrism (CET)
- CET is “the beliefs held by consumers about the appropriateness, indeed morality, of purchasing foreign-made products’ (“Consumer Ethnocentrism Scale” 1987, 280)
Alternative route to brand purchase is to become an icon of the local culture
Davvetas, Sichtmann, and Diamantopoulos (2015)
- Validate results from E M Steenkamp, Batra, and Alden (2002)
Y. Xie, Batra, and Peng (2015)
Formally introduce perceived brand localness
With the construct “brand identity expressiveness”, the path of brand quality and brand prestige from previous model become null.
Brand identity expressiveness is “the capability of a particular brand to construct and signal a person’s self-identity to himself as well as his social identity to important others.” (p. 53)
Three key needs in defining self-identity (Edson Escalas and Bettman 2012):
self-continuity
self-distinctiveness
self-enhancement
Jan-Benedict E. M. Steenkamp and de Jong (2010)
Introduce two concepts:
Attitude toward global products (AGP)
Attitude toward local products (ALP)
BATRA et al. (2000)
In the context of developing countries, brands from a nonlocal country of origin are preferred to those that are local because of social status.
This effect is greater for those who have a greater admiration for developed countries lifestyles.
This effect is greater for consumers who are high in susceptibility to normative influence and product categories that carry social signaling value
This effect is greater when products are less familiar
(Bart J. Bronnenberg, Dhar, and Dubé 2009; B. Bronnenberg, Dube, and Gentzkow 2010)
Found pattern of consumer preferences for local brands
People carry their local preferences to their new location (i.e., preference persistence)