IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v32y2015i4p431-434.html
   My bibliography  Save this article

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

Author

Listed:
  • Davvetas, Vasileios
  • Sichtmann, Christina
  • Diamantopoulos, Adamantios

Abstract

This research replicates the study of Steenkamp, Batra, and Alden (2003) on perceived brand globalness (PBG) and provides a stringent test of their documented effects through (a) considering the impact of PBG on consumers' willingness to pay (WTP), and (b) experimentally manipulating brand globalness. Across four studies, the results suggest that consumers are willing to pay more for global brands as long as their globalness leads to a more favorable brand attitude. Testing a comprehensive set of consumer characteristics as moderators, we find that the increased tolerance towards global brand price premiums is robust across consumer segments.

Suggested Citation

  • Davvetas, Vasileios & Sichtmann, Christina & Diamantopoulos, Adamantios, 2015. "The impact of perceived brand globalness on consumers' willingness to pay," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 431-434.
    • Handle: RePEc:eee:ijrema:v:32:y:2015:i:4:p:431-434
    DOI: 10.1016/j.ijresmar.2015.05.004
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0167811615000646
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2015.05.004?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. 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.
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sichtmann, Christina & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2019. "The relational value of perceived brand globalness and localness," Journal of Business Research, Elsevier, vol. 104(C), pages 597-613.
    2. Diamantopoulos, Adamantios & Matarazzo, Michela & Montanari, Maria Gabriela & Petrychenko, Anastasiya, 2021. "The “Pricing Footprint” of Country-of-Origin: Conceptualization and Empirical Assessment," Journal of Business Research, Elsevier, vol. 135(C), pages 749-757.
    3. Bruno F. Abrantes & Rana Basit Ali, 2023. "Perception of brand globalness and localness: the role of brand competence in stereotype-building and value consciousness," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 722-737, December.
    4. Halkias, Georgios & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2016. "The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference," Journal of Business Research, Elsevier, vol. 69(9), pages 3621-3628.
    5. Kumar, Ajay & Paul, Justin, 2018. "Mass prestige value and competition between American versus Asian laptop brands in an emerging market—Theory and evidence," International Business Review, Elsevier, vol. 27(5), pages 969-981.
    6. Richard Huaman-Ramirez & Noël Albert & Dwight Merunka, 2019. "Are global brands trustworthy? The role of brand affect, brand innovativeness, and consumer ethnocentrism," Post-Print hal-02118515, HAL.
    7. Swoboda, Bernhard & Sinning, Carolina, 2020. "How country development and national culture affect the paths of perceived brand globalness to consumer behavior across nations," Journal of Business Research, Elsevier, vol. 118(C), pages 58-73.
    8. Woo-yeul Baek & Kyungyeol (Anthony) Kim & Doo-Han Kim & Kevin K. Byon, 2020. "The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values," Sustainability, MDPI, vol. 12(3), pages 1-12, January.
    9. Zabkar, Vesna & Arslanagic-Kalajdzic, Maja & Diamantopoulos, Adamantios & Florack, Arnd, 2017. "Brothers in blood, yet strangers to global brand purchase: A four-country study of the role of consumer personality," Journal of Business Research, Elsevier, vol. 80(C), pages 228-235.
    10. Keshab Ray & Meenakshi Sharma, 2021. "Antecedents and Outcomes of Brand Strength: A Study of Asian IT Organizations Towards Brand Sustainability," Corporate Reputation Review, Palgrave Macmillan, vol. 24(3), pages 128-142, August.
    11. Shanshan Li & Hong Chen & Xinru Huang & Ruyin Long, 2018. "Who Has Higher Willingness to Pay for Occupational Safety and Health?—Views from Groups with Different Public Identities and Differences in Attention," IJERPH, MDPI, vol. 15(8), pages 1-21, August.
    12. Jamie M. Chen & Junzhou Zhang & Peter Nijkamp, 2016. "A regional analysis of willingness-to-pay in Asian cruise markets," Tourism Economics, , vol. 22(4), pages 809-824, August.
    13. Timo Mandler & Fabian Bartsch & C. Min Han, 0. "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 0, pages 1-32.
    14. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    15. van der Lans, Ralf & van Everdingen, Yvonne & Melnyk, Valentyna, 2016. "What to stress, to whom and where? A cross-country investigation of the effects of perceived brand benefits on buying intentions," International Journal of Research in Marketing, Elsevier, vol. 33(4), pages 924-943.
    16. Bourdin, David & Halkias, Georgios & Makri, Katerina, 2021. "The compensatory influences of country stereotypes and the global/local nature of brands: An extended framework," Journal of Business Research, Elsevier, vol. 137(C), pages 28-38.
    17. Akram, Muhammad S. & Malhotra, Neeru & Goraya, M. Awais Shakir & Shareef, Mahmud A. & Malik, Aneela & Lal, Banita, 2022. "User engagement on global social networks: Examining the roles of perceived brand globalness, identification and global identity," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    18. Yu, Shubin & Hu, Yangjuan, 2020. "When luxury brands meet China: The effect of localized celebrity endorsements in social media marketing," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    19. Pilar Fernández‐Ferrín & Sandra Castro‐González & Belén Bande, 2021. "Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 648-666, March.
    20. David R. Just & Julie M. Goddard, 2023. "Behavioral framing and consumer acceptance of new food technologies: Factors influencing consumer demand for active packaging," Agribusiness, John Wiley & Sons, Ltd., vol. 39(1), pages 3-27, January.
    21. Makri, Katerina & Papadas, Karolos & Schlegelmilch, Bodo B., 2021. "Global social networking sites and global identity: A three-country study," Journal of Business Research, Elsevier, vol. 130(C), pages 482-492.
    22. Timo Mandler & Fabian Bartsch & C. Min Han, 2021. "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1559-1590, October.
    23. Leonidas Hatzithomas & Christina Boutsouki & Fotini Theodorakioglou & Evanthia Papadopoulou, 2021. "The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(17), pages 1-16, August.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Leonidas Hatzithomas & Christina Boutsouki & Fotini Theodorakioglou & Evanthia Papadopoulou, 2021. "The Link between Sustainable Destination Image, Brand Globalness and Consumers’ Purchase Intention: A Moderated Mediation Model," Sustainability, MDPI, vol. 13(17), pages 1-16, August.
    2. Bernhard Swoboda & Carolina Sinning, 2021. "Endorsement of Global Product Brands by Global Corporate Brands – A Consumer Perspective Across Nations," Management International Review, Springer, vol. 61(4), pages 563-598, August.
    3. Timo Mandler & Fabian Bartsch & C. Min Han, 2021. "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1559-1590, October.
    4. Sichtmann, Christina & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2019. "The relational value of perceived brand globalness and localness," Journal of Business Research, Elsevier, vol. 104(C), pages 597-613.
    5. Zabkar, Vesna & Arslanagic-Kalajdzic, Maja & Diamantopoulos, Adamantios & Florack, Arnd, 2017. "Brothers in blood, yet strangers to global brand purchase: A four-country study of the role of consumer personality," Journal of Business Research, Elsevier, vol. 80(C), pages 228-235.
    6. Strizhakova, Yuliya & Coulter, Robin A., 2013. "The “green” side of materialism in emerging BRIC and developed markets: The moderating role of global cultural identity," International Journal of Research in Marketing, Elsevier, vol. 30(1), pages 69-82.
    7. Timo Mandler & Fabian Bartsch & C. Min Han, 0. "Brand credibility and marketplace globalization: The role of perceived brand globalness and localness," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 0, pages 1-32.
    8. Kolbl, Živa & Diamantopoulos, Adamantios & Arslanagic-Kalajdzic, Maja & Zabkar, Vesna, 2020. "Do brand warmth and brand competence add value to consumers? A stereotyping perspective," Journal of Business Research, Elsevier, vol. 118(C), pages 346-362.
    9. Swoboda, Bernhard & Sinning, Carolina, 2020. "How country development and national culture affect the paths of perceived brand globalness to consumer behavior across nations," Journal of Business Research, Elsevier, vol. 118(C), pages 58-73.
    10. Yan Feng & Wen Cao & Geon-Cheol Shin & Yeujun Yoon, 2021. "The external effect of international tourism on brand equity development process of multinational firms (MNFs)," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 578-595, November.
    11. Strebinger, Andreas & Guo, Xiaoling & Klauser, Ferdinand & Grant-Hay, Peter, 2018. "Is Multi-Ethnic Advertising a globally viable strategy for a Western luxury car brand? A mixed-method cross-cultural study," Journal of Business Research, Elsevier, vol. 82(C), pages 409-416.
    12. Bartsch, Fabian & Diamantopoulos, Adamantios & Paparoidamis, Nicholas G. & Chumpitaz, Ruben, 2016. "Global brand ownership: The mediating roles of consumer attitudes and brand identification," Journal of Business Research, Elsevier, vol. 69(9), pages 3629-3635.
    13. Özsomer, Aysegül & Batra, Rajeev & Chattopadhyay, Amitava & ter Hofstede, Frenkel, 2012. "A global brand management roadmap," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 1-4.
    14. Srðan Šapiæ & Milan Kociæ & Jovana Filipoviæ, 2018. "Brand and consumer characteristics as drivers of behaviour towards global and local brands," Zbornik radova Ekonomskog fakulteta u Rijeci/Proceedings of Rijeka Faculty of Economics, University of Rijeka, Faculty of Economics and Business, vol. 36(2), pages 619-645.
    15. 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.
    16. Halkias, Georgios & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2016. "The interplay between country stereotypes and perceived brand globalness/localness as drivers of brand preference," Journal of Business Research, Elsevier, vol. 69(9), pages 3621-3628.
    17. Kolbl, Živa & Arslanagic-Kalajdzic, Maja & Diamantopoulos, Adamantios, 2019. "Stereotyping global brands: Is warmth more important than competence?," Journal of Business Research, Elsevier, vol. 104(C), pages 614-621.
    18. Salnikova, Ekaterina & Grunert, Klaus G., 2020. "The role of consumption orientation in consumer food preferences in emerging markets," Journal of Business Research, Elsevier, vol. 112(C), pages 147-159.
    19. KUMRU Uyar & YUNUS Dursun, 2015. "Consumer Ethnocentrism And Brand Name Evaluations," Revista Economica, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 67(1), pages 80-89, February.
    20. Diwanji, Vaibhav S. & Cortese, Juliann, 2020. "Contrasting user generated videos versus brand generated videos in ecommerce," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:32:y:2015:i:4:p:431-434. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.