Building Credible Brands in (Post-)Globalizing Markets

Research
Marketing, Sales and Communication, Strategic Management

1572 vues

Consumers in Western markets are increasingly critical towards globalization and re-embrace local values. Companies thus must decide whether to continue to pursue global branding strategies and/or rejuvenate local branding strategies. To explore the implications of market globalization for consumer preferences, we use signaling theory to investigate the role of perceived brand globalness and localness as signals of brand credibility, related downstream effects and boundary conditions, across two countries with differing levels of globalization. In globalized markets, brand globalness is a weaker signal of brand credibility than brand localness, whereas in globalizing markets, the two signals are of equal importance.

Liens et ressources

Mots clés

Brand Credibility, Global Brands, Globalization, International Marketing, Local Brands

Auteur.e(s)

MANDLER Timo
Assistant professor
TBS Education

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