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Brand credibility and marketplace globalization: The role of perceived brand globalness and localness

Author

Listed:
  • Timo Mandler

    (Toulouse Business School)

  • Fabian Bartsch

    (IESEG School of Management
    LEM-CNRS 9221)

  • C. Min Han

    (Hanyang University)

Abstract

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 (PBG) and brand localness (PBL) as signals of brand credibility, related downstream effects and boundary conditions, across two countries with differing levels of globalization. In globalized markets, PBG is a weaker signal of brand credibility than PBL, whereas in globalizing markets, the two signals are of equal importance.

Suggested Citation

  • 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.
    • Handle: RePEc:pal:jintbs:v:52:y:2021:i:8:d:10.1057_s41267-020-00312-2
    DOI: 10.1057/s41267-020-00312-2
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