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The Effects Of Perceived Brand Globalness And Local Iconness On Brand Prestige And Perceived Quality: The Role Of Consumers’ Cultural Identity

Author

Listed:
  • Canan ERYIGIT

    (Hacettepe University)

  • Serife KAZANCI SUNAOGLU

    (Hacettepe University)

Abstract

This article reports the results of an investigation of the moderating role of consumers’ global identity and local identity on the relationship between perceived brand globalness, local iconness, perceived quality, and brand prestige. The study was conducted on passengers of global and local companies operating in the airline industry in Turkey. The results of multi-group analyses indicated that the effect of perceived brand globalness on brand prestige and perceived quality is stronger for consumers with high global identity than consumers with low global identity. Besides, the effect of local iconness on brand prestige and perceived quality is stronger for consumers with high local identity than consumers with low local identity. Therefore, consumers’ cultural identity could be introduced as consumer characteristics to be considered in global segmenting and positioning decisions.

Suggested Citation

  • Canan ERYIGIT & Serife KAZANCI SUNAOGLU, 2017. "The Effects Of Perceived Brand Globalness And Local Iconness On Brand Prestige And Perceived Quality: The Role Of Consumers’ Cultural Identity," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(2), pages 7-21, November.
    • Handle: RePEc:aio:manmar:v:xv:y:2017:i:2:p:7-21
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    Cited by:

    1. Giao, Ha Nam Khanh, 2019. "The Impact of Perceived Brand Globalness on Consumers Purchase Intention and the Moderating Role of Consumer Ethnocentrism An Evidence from Vietnam," OSF Preprints wygrf, Center for Open Science.

    More about this item

    Keywords

    perceived brand globalness; local iconness; perceived quality; brand prestige; global identity; local identity;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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