The authors find that U.S. consumers hold contradictory notions of what characterizes a global brand beyond its wide recognition, availability, and standardization across markets. In particular, they find that the association of brand globality with higher quality is not as strong as the literature has proposed and that affect directly influences how people perceive global brands. The initial results imply that previous research on globality effects may have confounded brand globality and brand strength and that the latter is responsible for the quality effect. A follow-up study shows that for most consumers, brand globality is associated with positive affect and that this affect is also reflected among consumers who are explicitly against global brands. The authors conclude that response to global brands is driven more by affect and less by cognition.
AakerDavid A., and JoachimsthalerErich (1999), “The Lure of Global Branding,”Harvard Business Review, 77(6), 137–44.
2.
AldenDana L., SteenkampJan-Benedict E.M., and BatraRajeev (1999), “Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture,”Journal of Marketing, 63(January), 75–87.
3.
ArchambaultAnnie, O'DonnellChristopher, and SchynsPhilippe G. (1999), “Blind to Object Changes: When Learning the Same Object at Different Levels of Categorization Modifies Its Perception,”Psychological Science, 10(3), 249–55.
4.
BalabanisGeorge, and DiamantopoulosAdamantios (2008), “Brand Origin Identification by Consumers: A Classification Perspective,”Journal of International Marketing, 16(1), 39–71.
5.
BatraRajeev, RamaswamyVenkatram, AldenDana L., SteenkampJan-Benedict E.M., and RamachanderS. (2000), “Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries,”Journal of Consumer Psychology, 9(2), 83–95.
6.
BoatwrightPeter, KalraAjay, and ZhangWei (2008), “Should Consumers Use the Halo to Form Product Evaluations?”Management Science, 54(1), 217–23.
7.
ChengJulian Ming-Sung, ChenLily Shui-Lien, LinJulia Ying-Chao, and WangEdward Shih-Tse (2007), “Do Consumers Perceive Differences Among National Brands, International Private Labels, and Local Private Labels? The Case of Taiwan,”Journal of Product & Brand Management, 16(6), 368–76.
8.
CrowleyAyn E., SpangenbergEric R., and HughesKevin R. (1992), “Measuring the Hedonic and Utilitarian Dimensions of Attitudes Toward Product Categories,”Marketing Letters, 3(3), 239–49.
9.
DawarNiraj, and ParkerPhilip (1994), “Marketing Universals: Consumers’ Use of Brand Name, Price, Physical Appearance, and Retailer Reputation as Signals of Product Quality,”Journal of Marketing, 58(April), 81–95.
10.
HaireMason (1950), “Projective Techniques in Marketing Research,”Journal of Marketing, 14(April), 649–56.
11.
HanMin C. (1989), “Country Image: Halo or Summary Construct?”Journal of Marketing Research, 26(May), 222–29.
12.
HastingsGerard, SteadMartine, and WebbJohn (2004), “Fear Appeals in Social Marketing: Strategic and Ethical Reasons for Concern,”Psychology and Marketing, 21(11), 961–86.
13.
HoltDouglas B., QuelchJohn A., and TaylorEarl L. (2004), “How Global Brands Compete,”Harvard Business Review, 82(9), 68–81.
14.
HongSung-Tai, and WyerRobert S.Jr., (1989), “Effects of Country-of-Origin and Product-Attribute Information on Product Evaluation: An Information Processing Perspective,”Journal of Consumer Research, 16(2), 175–87.
15.
HsiehMing-Huei (2002), “Identifying Brand Image Dimensionality and Measuring the Degree of Brand Globalization: A Cross-National Study,”Journal of International Marketing, 10(2), 46–67.
16.
HsiehMing-Huei (2004), “Measuring Global Brand Equity Using Cross-National Survey Data,”Journal of International Marketing, 12(2), 28–58.
17.
JohanssonJohny K., and RonkainenIlkka A. (2005), “The Esteem of Global Brands,”Journal of Brand Management, 12(5), 339–54.
KapfererJean-Noël (2005), “The Post-Global Brand,”Journal of Brand Management, 12(5), 319–24.
20.
KernerNoah, and PressmanGene (2007), Chasing Cool: Standing Out in Today's Cluttered Marketplace.New York: Atria Books.
21.
KleinNaomi (2002), No Logo: No Space, No Choice, No Jobs.New York: Picador.
22.
LeuthesserLance, KohliChiranjeev S., and HarichKatrin R. (1995), “Brand Equity: The Halo Effect Measure,”European Journal of Marketing, 29(4), 57–66.
23.
LynchJohn G.Jr., (1999), “Theory and External Validity,”Journal of the Academy of Marketing Science, 27(3), 367–76.
24.
MaoHuifang, and Shanker KrishnanH. (2006), “Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model,”Journal of Consumer Research, 33(1), 41–49.
25.
QuartAlissa (2004), Branded: The Buying and Selling of Teenagers.New York: Basic Books.
26.
SamieeSaeed, ShimpTerence A., and SharmaSubhash (2005), “Brand Origin Recognition Accuracy: Its Antecedents and Consumers’ Cognitive Limitations,”Journal of International Business Studies, 36(4), 379–97.
27.
SandikciOzlem, and EkiciAhmet (2008), “Politically Motivated Brand Rejection,”Journal of Business Research, 61, forthcoming.
28.
SchuilingIsabelle, and KapfererJean-Noël (2004), “Real Differences Between Local and International Brands: Strategic Implications for International Marketers,”Journal of International Marketing, 12(4), 97–112.
29.
SharmaSubhash, ShimpTerence A., and ShinJeongshin (1995), “Consumer Ethnocentrism: A Test of Antecedents and Moderators,”Journal of the Academy of Marketing Science, 23(1), 26–37.
30.
ShimpTerence A., and SharmaSubhash (1987), “Consumer Ethnocentrism: Construction and Validation of the CETSCALE,”Journal of Marketing Research, 24(August), 280–89.
31.
SteenkampJan-Benedict E.M., BatraRajeev, and AldenDana L. (2003), “How Perceived Brand Globalness Creates Brand Value,”Journal of International Business Studies, 34(1), 53–65.
