IDEAS home Printed from https://ideas.repec.org/a/fan/mcmcmc/vhtml10.3280-mc2014-003006.html
   My bibliography  Save this article

L?atteggiamento dei consumatori nei confronti dei global brand: uno studio esplorativo in tre paesi europei

Author

Listed:
  • Alfonso Siano
  • Agostino Vollero
  • Maria Palazzo
  • Felice Addeo

Abstract

Attraverso una prospettiva di analisi cross-national (che coinvolge tre campioni di studenti in Italia, Spagna e Regno Unito), il paper intende contribuire all?avanzamento della conoscenza in materia di atteggiamenti dei consumatori nei confronti dei brand globali, rispetto al loro contesto culturale/nazionale e ad alcuni fattori customer-based della brand equity. Le ricerche in questo campo hanno spesso mostrato risultati contrastanti. Al fine di esplorare i nuovi percorsi di ricerca, si propone uno studio pilota impostato su tecniche di analisi multivariata (analisi delle corrispondenze multiple e cluster analysis), declinate secondo l?approccio francese. L?identificazione di tre diversi cluster di consumatori (no logo, brand dreamers, etnocentrici), ciascuno con un diverso approccio verso i brand, suggerisce alcune implicazioni in termini manageriali al di l? delle "rigide" contrapposizioni globalismo/localismo e standardizzazione/adattamento proposte spesso in letteratura.

Suggested Citation

  • Alfonso Siano & Agostino Vollero & Maria Palazzo & Felice Addeo, 2014. "L?atteggiamento dei consumatori nei confronti dei global brand: uno studio esplorativo in tre paesi europei," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2014(3), pages 87-112.
  • Handle: RePEc:fan:mcmcmc:v:html10.3280/mc2014-003006
    as

    Download full text from publisher

    File URL: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=51848&Tipo=ArticoloPDF
    Download Restriction: Single articles can be downloaded buying download credits, for info: https://www.francoangeli.it/DownloadCredit
    ---><---

    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. Martin S Roth & Jean B Romeo, 1992. "Matching Product Category and Country Image Perceptions: A Framework for Managing Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 23(3), pages 477-497, September.
    2. Johny K Johansson & Israel D Nebenzahl, 1986. "Multinational Production: Effect on Brand Value," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 17(3), pages 101-126, September.
    3. Ravi Parameswaran & Attila Yaprak, 1987. "A Cross-National Comparison of Consumer Research Measures," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 18(1), pages 35-49, March.
    4. Sren Askegaard & Eric J. Arnould & Dannie Kjeldgaard, 2005. "Postassimilationist Ethnic Consumer Research: Qualifications and Extensions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 160-170, June.
    5. George Balabanis & Adamantios Diamantopoulos & Rene Dentiste Mueller & T C Melewar, 2001. "The Impact of Nationalism, Patriotism and Internationalism on Consumer Ethnocentric Tendencies," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 32(1), pages 157-175, March.
    6. Maheswaran, Durairaj, 1994. "Country of Origin as a Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(2), pages 354-365, September.
    7. Cova, Bernard & Dalli, Daniele, 2009. "Working Consumers: The Next Step in Marketing Theory?," MPRA Paper 36717, University Library of Munich, Germany.
    8. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    9. C Min Han & Vern Terpstra, 1988. "Country-Of-Origin Effects for Uni-National and Bi-National Products," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 19(2), pages 235-255, June.
    10. Dannie Kjeldgaard & Sren Askegaard, 2006. "The Glocalization of Youth Culture: The Global Youth Segment as Structures of Common Difference," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 33(2), pages 231-247, July.
    11. Jean-Noël Kapferer & Isabelle Schuiling, 2004. "Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers," Post-Print hal-00781539, HAL.
    12. Fabio Musso, 2010. "Le nuove frontiere del marketing internazionale fra approccio strategico, contestualizzazione e interculturalit?," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2010(4), pages 15-19.
    13. Penaloza, Lisa, 1994. "Atravesando Fronteras/Border Crossings: A Critical Ethnographic Exploration of the Consumer Acculturation of Mexican Immigrants," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 32-54, June.
    14. 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.
    Full references (including those not matched with items on IDEAS)

    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. Maria Palazzo & Agostino Vollero & Alfonso Siano, 2016. "Identifying new segments from a global branding perspective: a three-country study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 4(4), pages 159-171, December.
    2. Katharina Petra Zeugner Roth & Adamantios Diamantopoulos & Mª Ángeles Montesinos, 2008. "Home Country Image, Country Brand Equity and Consumers’ Product Preferences: An Empirical Study," Management International Review, Springer, vol. 48(5), pages 577-602, November.
    3. Kipnis, Eva & Demangeot, Catherine & Pullig, Chris & Broderick, Amanda J., 2019. "Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets," Journal of Business Research, Elsevier, vol. 98(C), pages 126-141.
    4. Eng, Teck-Yong & Ozdemir, Sena & Michelson, Grant, 2016. "Brand origin and country of production congruity: Evidence from the UK and China," Journal of Business Research, Elsevier, vol. 69(12), pages 5703-5711.
    5. Carneiro, Jorge & Faria, Flávio, 2016. "Quest for purposefully designed conceptualization of the country-of-origin image construct," Journal of Business Research, Elsevier, vol. 69(10), pages 4411-4420.
    6. Costa, Camila & Carneiro, Jorge & Goldszmidt, Rafael, 2016. "A contingent approach to country-of-origin effects on foreign products evaluation: Interaction of facets of country image with product classes," International Business Review, Elsevier, vol. 25(5), pages 1066-1075.
    7. 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.
    8. Saeed Samiee & Constantine S. Katsikeas & G. Tomas M. Hult, 2021. "The overarching role of international marketing: Relevance and centrality in research and practice," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 52(8), pages 1429-1444, October.
    9. Cuffaro, Nadia & Di Giacinto, Marina, 2015. "Credence goods, consumers’ trust in regulation and high quality exports," Bio-based and Applied Economics Journal, Italian Association of Agricultural and Applied Economics (AIEAA), vol. 4(2), pages 1-19, August.
    10. Sobol, Kamila & Cleveland, Mark & Laroche, Michel, 2018. "Globalization, national identity, biculturalism and consumer behavior: A longitudinal study of Dutch consumers," Journal of Business Research, Elsevier, vol. 82(C), pages 340-353.
    11. Aby Abraham & Sanjay Patro, 2014. "‘Country-of-Origin’ Effect and Consumer Decision-making," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 39(3), pages 309-318, August.
    12. Wang, Cheng Lu & Li, Dongjin & Barnes, Bradley R. & Ahn, Jongseok, 2012. "Country image, product image and consumer purchase intention: Evidence from an emerging economy," International Business Review, Elsevier, vol. 21(6), pages 1041-1051.
    13. Witek-Hajduk Marzanna K. & Grudecka Anna, 2019. "Country of origin from a management perspective of emerging market companies," International Journal of Management and Economics, Warsaw School of Economics, Collegium of World Economy, vol. 55(3), pages 212-229, September.
    14. 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.
    15. 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.
    16. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    17. Amine, Lyn Suzanne, 2008. "Country-of-origin, animosity and consumer response: Marketing implications of anti-Americanism and Francophobia," International Business Review, Elsevier, vol. 17(4), pages 402-422, August.
    18. 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.
    19. Sihem Dekhili & Mohamed Achabou, 2015. "The Influence of the Country-of-Origin Ecological Image on Ecolabelled Product Evaluation: An Experimental Approach to the Case of the European Ecolabel," Journal of Business Ethics, Springer, vol. 131(1), pages 89-106, September.
    20. Strizhakova, Yuliya & Coulter, Robin A. & Price, Linda L., 2008. "The meanings of branded products: A cross-national scale development and meaning assessment," International Journal of Research in Marketing, Elsevier, vol. 25(2), pages 82-93.

    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:fan:mcmcmc:v:html10.3280/mc2014-003006. 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: Stefania Rosato (email available below). General contact details of provider: http://www.francoangeli.it/riviste/sommario.aspx?IDRivista=210 .

    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.