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Establishing brand essence across borders

Author

Listed:
  • Géraldine Michel

    (IAE Paris - Sorbonne Business School)

  • Tim Ambler

    (London Business School - London Business School)

Abstract

This paper uses research on social representation to study brand essence across borders. It is based on a cosmetic brand survey in France, Germany and Italy. The findings indicate that consumer brand familiarity and consumer nationality influence the centrality of associations with familiarity being the more important.

Suggested Citation

  • Géraldine Michel & Tim Ambler, 1999. "Establishing brand essence across borders," Post-Print hal-02051150, HAL.
    • Handle: RePEc:hal:journl:hal-02051150
    Note: View the original document on HAL open archive server: https://hal.science/hal-02051150
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    File URL: https://hal.science/hal-02051150/document
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    References listed on IDEAS

    as
    1. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    2. Johnson, Eric J & Russo, J Edward, 1984. "Product Familiarity and Learning New Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 11(1), pages 542-550, June.
    3. Saeed Samiee, 1994. "Customer Evaluation of Products in a Global Market," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 25(3), pages 579-604, September.
    4. Robert T Green & Phillip D White, 1976. "Methodological Considerations in Cross-National Consumer Research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 7(2), pages 81-88, June.
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    Citations

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    Cited by:

    1. Johan Rekom & Gabriele Jacobs & Peeter Verlegh, 2006. "Measuring and managing the essence of a brand personality," Marketing Letters, Springer, vol. 17(3), pages 181-192, July.
    2. Nathalie Veg-Sala, 2014. "The use of longitudinal case studies and semiotics for analysing brand development as process of assimilation or accommodation," Post-Print hal-01525471, HAL.
    3. van Rekom, Johan & Verlegh, Peeter W.J. & Slokkers, Robert, 2009. "The owner's edge: Brand ownership influences causal maps," Journal of Business Research, Elsevier, vol. 62(3), pages 339-344, March.
    4. Teresa da Silva Lopes, 2008. "Global Management and the Strategic Role of Brands," Working Papers 10, Queen Mary, University of London, School of Business and Management, Centre for Globalisation Research.

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