The impact of perceived brand globalness on consumers' willingness to pay

Davvetas, Vasileios; Sichtmann, Christina; Diamantopoulos, Adamantios

doi:10.1016/j.ijresmar.2015.05.004

Cited by 92 publications

(89 citation statements)

References 10 publications

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“…The findings of the present study revealed that customers' perceived brand globalness of a golf course positively affected customer loyalty through the multiple value dimensions of functional, emotional, and social values. These results are in line with existing brand marketing research [12,15,19,24,26].…”

Section: Theoretical Contributionssupporting

confidence: 92%

“…These activities, in turn, are likely to influence customers' perceptions of organizations as valuable global brands [18]. In a comparative study of global and local brands, Davvetas, Sichtmann, and Diamantopoulos [19] found that customers are willing to pay more for global brands than local ones, indicating the advantage of brand globalness. Therefore, the brand globalness of a particular product or service is an end-product of the interaction between companies' global positioning activities and customers' awareness.…”

Section: Brand Globalnessmentioning

confidence: 99%

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The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values

Baek

Kim

et al. 2020

Sustainability

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The purpose of the present study is to investigate the relationships among brand globalness, perceived values (i.e., functional, emotional, social, and altruistic values), and customer loyalty in the context of Korean professional golf tournaments. Data were collected from spectators (n = 198) of two golf tournaments organized by the Ladies Professional Golf Association (LPGA). The results showed that golf course brand globalness positively influenced perceived value (i.e., functional, emotional, social, and altruistic). Perceived value (i.e., functional, emotional, and social) was found to be related to customer loyalty. We also found a mediating effect of perceived value (i.e., functional, emotional, and social) on the relationship between golf course brand globalness and customer loyalty. Theoretical and managerial implications along with suggestions for future research are discussed.

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Section: Theoretical Contributionssupporting

confidence: 92%

Section: Brand Globalnessmentioning

confidence: 99%

The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values

Baek

Kim

et al. 2020

Sustainability

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“…Through all these influences, global brands enjoy positive consumer responses, ranging from positive brand attitudes to increased tolerance toward global brand price premiums (Davvetas, Sichtmann, & Diamantopoulos, 2015). It is, thus, expected that strengthening brand globalness perceptions will result in more favorable brand attitudes.…”

Section: Brand-specific Factors: Perceived Brand Globalness and Percementioning

confidence: 99%

The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference

Halkias

Davvetas

Diamantopoulos

2016

Journal of Business Research

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169

196

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This paper integrates country-of-origin and global/local branding literatures to investigate how country-and brand-specific factors influence consumer preferences. Drawing from the stereotype content model (SCM) in social psychology, it operationalizes country perceptions by means of warmth and competence judgments and juxtaposes them with consumers' perceptions of brand globalness and localness to predict brand attitudes and subsequent purchase intentions. An empirical study involving a series of well-known brands from different countries and product categories shows that (a) the SCM can effectively capture country-of-origin effects, (b) judgments of competence impact consumer preferences above and beyond the positive effects of brand globalness and localness, and (c) country stereotypes (particularly the dimension of warmth) interact with perceptions of brand globalness in determining brand attitude, whereas perceived brand localness has an independent effect. Theoretical and managerial implications of the findings are discussed and directions for future research identified.

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“…Consumers around the world welcomed these global brands because they perceived their worldwide availability as a promise of higher functional value and symbolic benefits (Davvetas, Sichtmann, & Diamantopoulos, 2015;Steenkamp, Batra, & Alden, 2003). However, in many cases, local brands have managed to retain their distinctive appeal by providing a better response to localized needs and preferences (Schuiling & Kapferer, 2004).…”

Section: Introductionmentioning

confidence: 99%

The relational value of perceived brand globalness and localness

Sichtmann

Davvetas

Diamantopoulos

2019

Journal of Business Research

Self Cite

127

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Despite the well-documented importance of consumer-brand relationships, international branding research has not yet investigated whether a brand's perceived globalness and localness influence consumers' identification with the brand. Drawing on brand relationship theory and global/local branding literature, the present research theorizes on how perceived brand globalness and localness influence consumer-brand relationship building and discusses how these influences vary for brands of domestic versus foreign origin. Two studies in mature and emerging markets, using several brands across multiple product categories, reveal that both perceived brand globalness and localness have positive effects on consumer-brand identification. These effects (1) hold in both mature and emerging market settings, (2) are independent of brand quality assessments, (3) interact in a mutually-reinforcing way, and (4) are moderated by brand origin in a substitutional manner indicating that the relational effects of brand localness (globalness) are stronger for foreign (domestic) than for domestic (foreign) brands.

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The impact of perceived brand globalness on consumers' willingness to pay

Cited by 92 publications

References 10 publications

The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values

The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values

The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference

The relational value of perceived brand globalness and localness

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