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How perceived brand globalness creates brand value

Author

Listed:
  • Jan-Benedict E M Steenkamp

    (Tilburg University, The Netherlands)

  • Rajeev Batra

    (University of Michigan Business School, Ann Arbor, USA)

  • Dana L Alden

    (University of Hawaii at Honolulu)

Abstract

In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global brands to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences the likelihood of brand purchase. Using consumer data from the U.S.A. and Korea, we find that PBG is positively related to both perceived brand quality and prestige and, through them, to purchase likelihood. The effect through perceived quality is strongest. PBG effects are weaker for more ethnocentric consumers. Journal of International Business Studies (2003) 34, 53–65. doi:10.1057/palgrave.jibs.8400002

Suggested Citation

  • 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.
  • Handle: RePEc:pal:jintbs:v:34:y:2003:i:1:p:53-65
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