Perceived Brand Globalness- Impact on Women Consumer Response in Indian Fashion and Lifestyle Market

Abstract

This study aims to investigate the effects of perceived brand globalness (PBG) on consumer affective and behavioral responses to brand failures and for how consumer perceives global and local brands and their responses in the event of failure present or absent related to brand performance and brand familiarity, brand presence and prestige, brand equity, product country match, country ethnocentrism.This research is conducted in regards to women consumers in two cities in North India related to global and local brands with impact of perceived brand globalness to brand failures present or absent scenario based on consumer responses. The research explored into four main factors as dependent variables on which PBG effects are examined and observed in failure present as well as failure absent scenario. This research consists of mainly two studies and two preliminary tests. Study 1 is executed basically to investigate and to test consumer responses towards brand failures of fictitious brands. Study 2 is designed to examine consumer responses to brand failures of established brands.The study found that PBG effects are more positive on Global brands as compared to the local brands and concluded that consumer is less negative and less impulsive to the global brands when they met failure scenario. The study could not find any significance and examined that customer ethnocentrism does not interrupt with buying behavior. This research was able to test whether global brands are still perceived superior to local brands in the context of Indian consumer and also test whether the effects of PBG on consumer responses to brand failures will be mediated by consumer attribution as blaming or fault accountable in the event of encountering.

Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research

“…They also introduced the term “brand local icon value”—also known as perceived brand localness (PBL)—to reflect how well a brand is connected with the local culture, which they viewed as a promising way for local brands to compete with global brands. Since then, a growing body of research has investigated how perceptions of a brand as global (PBG) versus local (PBL) contribute to brand-related outcomes, such as purchase intention (e.g., Keane and Morschett 2017; Khurana 2018) and brand stereotypes (e.g., Davvetas and Halkias 2019; Lee, Chae, and Lew 2020).…”

Consumer behaviour towards Russian brands of foreign FMCG companies

“…It examines the degree to which a brand is tied with and incorporated into the local culture, which is regarded as a highly promising way for local brands to compete with global brands and even surpass them [Guo, Heinberg, Zou, 2019;Liu, Tsai, Tao, 2020;Sichtmann, Davvetas, Diamantopoulos, 2019] . There are more studies devoted to the perception of global and local brands, comparing them with each other and their impact on the purchase of goods [Khurana, 2018] and stereotypes about the brand [Davvetas, Halkias, 2019;Lee, Chae, Lew, 2020] .…”

LGBTQ+ identities in the Indian audiovisual advertisements: A content analysis

“…In addition to the absence of a repository, research on Indian LGBTQ+ advertisements is scarce. Khurana [ 9 ] conducted an examination of selected advertisements, aiming to discuss the marketing strategies that brands could employ to reach the relatively untapped LGBTQ+ market in India, all while navigating the associated challenges and risks. Singh’s work, referencing matrimonial print advertising in the Mid-Day newspaper and Myntra’s "Bold is Beautiful" campaign, provided a perspective on how the Indian family had evolved into a pivotal "arbiter of queer relationality" [ 10 ].…”