Antecedents of Brand Strength and Its Impact on Global Branding of Indian IT Organizations

Ray, Keshab; Sharma, Meenakshi

doi:10.1080/10599231.2020.1824525

Cited by 4 publications

(3 citation statements)

References 42 publications

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“…Further, some researchers have deemed the evolving literature on PBL/PBG to be inconclusive (Liu et al. , 2021; Ray and Sharma, 2020). For example, Mandler et al.…”

Section: Introductionmentioning

confidence: 99%

“…Further, some researchers have deemed the evolving literature on PBL/PBG to be inconclusive (Liu et al, 2021;Ray and Sharma, 2020). For example, Mandler et al (2021) show that PBL and PBG have comparable effects in eliciting favorable behavioral responses, while Safeer et al (2021) argue that customers will be more receptive to PBL because of higher authenticity and credibility.…”

mentioning

confidence: 99%

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Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: the case of Trinidad and Tobago

Rambocas

Narsingh

2022

IJBM

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PurposeThis paper compares the relative influence of perceived brand localness (PBL) and perceived brand globalness (PBG) on customer behavioral responses of brand loyalty (BL), willingness to pay price premiums (WTPP) and positive word of mouth (PWOM) towards retail banks. It further examines the mediating effects of brand trust (BT) on these relationships.Design/methodology/approachData were collected from 320 retail banking customers in Trinidad and Tobago and analyzed with exploratory factor analysis and multiple regression analysis (MRA).FindingsThe findings show that PBL has a more substantial impact on BL, willingness to pay a price premium and PWOM compared to PBG. The results also show that BT mediates the relationships between PBL and PBG on customer brand-related responses. The effect is more substantial for brands perceived as local.Practical implicationsThe findings have important implications for banks in developing countries and suggest that localized positioning and branding strategies will trigger preferential brand-related responses in retail banking services. The paper ends with a discussion on the practical implications of these findings and present future research opportunities.Originality/valueThe paper responds to the rising skepticism and discomfort with globalization. It offers bank managers valuable insights on how global and local branding strategies affect brand-related outcomes. The study contributes to the literature by empirically comparing the effects of PBL and PBG in retail banking and demonstrating the unique contribution of BT in explaining why customers respond differently to global and local brands. It also simultaneously considers multiple customer responses.

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“…Further, some researchers have deemed the evolving literature on PBL/PBG to be inconclusive (Liu et al. , 2021; Ray and Sharma, 2020). For example, Mandler et al.…”

Section: Introductionmentioning

confidence: 99%

mentioning

confidence: 99%

Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: the case of Trinidad and Tobago

Rambocas

Narsingh

2022

IJBM

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“…Global brands have historically been recognized due to their global availability and reach (Ray and Sharma, 2020a), which may erode consumers' perceptions of BA due to the brand's lack of strong ties to local culture. In contrast, local brands are inextricably linked to local culture and are frequently viewed as exemplars of authenticity ( € Ozsomer, 2012).…”

Section: Introductionmentioning

confidence: 99%

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

Safeer

Chen

Abrar

et al. 2021

APJML

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PurposeThe study aims to investigate the impact of perceived brand localness (PBL) and perceived brand globalness (PBG) on brand authenticity (BA) to predict consumers' attitudes toward local and global brands in two Asian markets. Further, the study examines the moderating role of uncertainty avoidance (UA) after controlling the effects of brand familiarity (BF) in Asian markets (China and Pakistan).Design/methodology/approachIn accordance with the non-probability technique and through an online survey, the study collected 1,880 responses (on local and global brands) from China and Pakistan. Partial least square structural equation modeling (PLS-SEM) is the most robust technique applied to examine the proposed hypotheses in the Asian environment.FindingsAfter controlling the effects of BF, the findings revealed that PBL and PBG positively influenced consumers' perceptions of BA, which had a significant impact on consumers' brand attitudes toward both local and global brands in Asian markets. Further, the research identified that BA was an essential mediator from the Asian perspective. The interaction effects of UA and PBL on BA were discovered positively significant in Pakistan, whereas the effects of UA and PBG on BA were found negatively significant in Pakistan and had no effects in China.Research limitations/implicationsThe research focused on two Asian countries (China and Pakistan). However, future researchers may collect additional data from other Asian countries in order to generalize the findings in all Asian markets.Practical implicationsThe research assists local and global managers in designing and implementing various targeting, positioning and segmentation strategies for successfully managing businesses in Asian markets.Originality/valueThe novel research is based on signaling theory that contributes to the local and global branding domains from the Asian perspective (China and Pakistan).

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A Contingency Model in Establishing Brand Loyalty: Relationship Age as a Moderator

Huang

Tsay

Fang

et al. 2021

Corp Reputation Rev

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Antecedents of Brand Strength and Its Impact on Global Branding of Indian IT Organizations

Cited by 4 publications

References 42 publications

Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: the case of Trinidad and Tobago

Impact of perceived brand localness and globalness on brand trust to predict customer responses towards retail banks: the case of Trinidad and Tobago

Impact of perceived brand localness and globalness on brand authenticity to predict brand attitude: a cross-cultural Asian perspective

A Contingency Model in Establishing Brand Loyalty: Relationship Age as a Moderator

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