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How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China

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  • Chunling Yu
  • Lily Dong

Abstract

The purpose of this study is to explore the influence of consumers’ perceived brand globalness (PBG) on their brand attitudes in the emerging market that has experienced rapid growth and transition. We also examine the moderating effect of the age difference on the relationship between PBG and brand attitude. Building from prior research in global branding, we develop a framework to illustrate how motivating factors drive consumers’ desire for global brands in the emerging market of China. A scale is developed and tested on a national sample of Chinese consumers using structural equation modeling. The results indicate that perceived globalness of brands affects consumers’ attitude indirectly through three factors, namely, perceived brand quality (PBQ), perceived social prestige (PSP), and perceived association of consumption trend (PACT) associated with owning or consuming a global brand in emerging market. PACT is the strongest pathway, which suggests that Chinese consumers are more interested in keeping up with the world fashion and being modern whereas the influence of quality and social prestige is decreasing. In addition, various effects of these factors are examined in different generations of consumers.

Suggested Citation

  • Chunling Yu & Lily Dong, 2017. "How Perceived Brand Globalness Drives Value in Emerging Markets: An Examination from China," International Journal of Business and Management, Canadian Center of Science and Education, vol. 12(11), pages 111-111, October.
    • Handle: RePEc:ibn:ijbmjn:v:12:y:2017:i:11:p:111
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    References listed on IDEAS

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    2. Riefler, Petra, 2012. "Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 25-34.
    3. Jan-Benedict E M Steenkamp & Rajeev Batra & Dana L Alden, 2003. "How perceived brand globalness creates brand value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 34(1), pages 53-65, January.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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