IDEAS home Printed from https://ideas.repec.org/p/zbw/pfobei/136.html
   My bibliography  Save this paper

How global are global brands? An empirical brand equity analysis

Author

Listed:
  • Cleff, Thomas
  • Fischer, Lena
  • Sepúlveda, César
  • Walter, Nadine

Abstract

The term 'global brand' has become widely used by the media and by consumers. Business week publishes annually its widely known ranking of the 'Best Global Brands' (with Coca-Cola as number 1 in the past years) and consumers on summer vacations purchase brands such as Heineken or Marlboro they are familiar with from their home country. Although media and consumers call these brands 'global' and centralized marketing departments manage these brands globally - are these 'global brands' really global? Are they really perceived everywhere in the same way by the customers? Can we talk about truly global brand equity? And if there were brand image differences between countries, which factors causes them? The authors conducted an empirical research during May and June 2009 with similarly aged University students (bachelor students at business school) in Germany (n=426) and Mexico (n=296). The goal was to identify if brand awareness rates differ between Germans and Mexicans, if the brand image of Apple iPod is perceived in the same way in Germany and in Mexico and what influencing factors might have an impact on any brand image discrepancy between the countries. Results prove that brand recall rates differ between the two countries (with higher rates in Mexico) as well as brand image attributes vary significantly (28 out of 34 brand image attributes are significantly different between Germany and Mexico), with Mexico showing higher levels of favorable brand image attributes. Key influencing factors on the different brand image perceptions are perceived quality, satisfaction and the influence of reference groups (such as friends and family). The results suggest that so-called 'global brands' are not perceived the same way in Germany and Mexico. As a consequence, brand management using standardized marketing instruments for its presumable 'global brands' might be better off with a more differentiated approach that takes account a specific local brand image.

Suggested Citation

  • Cleff, Thomas & Fischer, Lena & Sepúlveda, César & Walter, Nadine, 2010. "How global are global brands? An empirical brand equity analysis," Beiträge der Hochschule Pforzheim 136, Pforzheim University.
  • Handle: RePEc:zbw:pfobei:136
    as

    Download full text from publisher

    File URL: https://www.econstor.eu/bitstream/10419/97576/1/786524812.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Childers, Terry L & Rao, Akshay R, 1992. "The Influence of Familial and Peer-Based Reference Groups on Consumer Decisions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 19(2), pages 198-211, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gildeggen, Rainer & Willburger, Andreas, 2016. "What constitutes a compensation free regulation of foreign-owned property in international law? Some thoughts on the protection of foreign investment against expropriations, the states' right to regul," Beiträge der Hochschule Pforzheim 160, Pforzheim University.
    2. Neuer, Kim Dobbie, 2010. "Achieving Lisbon: The EU's R&D challenge. The role of the public sector and implications of US best practice on regional policymaking in Europe," Beiträge der Hochschule Pforzheim 137, Pforzheim University.
    3. Thomas Cleff & Lena Fischer & Nadine Walter, 2010. "The Provincialism Of Global Brands An Empirical Analysis Of Brand Equity Differences In Mexico And Germany," Interdisciplinary Management Research, Josip Juraj Strossmayer University of Osijek, Faculty of Economics, Croatia, vol. 6, pages 776-800.
    4. Müller, Daniel Wyn, 2012. "Titanschäume als Knochenimplantat," Beiträge der Hochschule Pforzheim 142, Pforzheim University.

    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. Georgarakos, Dimitris & Lojschova, Adriana & Ward-Warmedinger, Melanie E., 2009. "Mortgage Indebtedness and Household Financial Distress," IZA Discussion Papers 4631, Institute of Labor Economics (IZA).
    2. Kee-Young Kwahk & Byoungsoo Kim, 2017. "Effects of social media on consumers’ purchase decisions: evidence from Taobao," Service Business, Springer;Pan-Pacific Business Association, vol. 11(4), pages 803-829, December.
    3. Gentina, Élodie & Chandon, Jean-Louis, 2013. "Adolescent shopping behaviour: Different assimilation and individuation needs in France and the United States," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 609-616.
    4. Pauwels, Koen & Aksehirli, Zeynep & Lackman, Andrew, 2016. "Like the ad or the brand? Marketing stimulates different electronic word-of-mouth content to drive online and offline performance," International Journal of Research in Marketing, Elsevier, vol. 33(3), pages 639-655.
    5. Kim, Juran & Kang, Seungmook & Lee, Ki Hoon, 2021. "Evolution of digital marketing communication: Bibliometric analysis and network visualization from key articles," Journal of Business Research, Elsevier, vol. 130(C), pages 552-563.
    6. Fong, Cher-Min & Chang, Hsing-Hua Stella & Lin, Mong-Ching & Chen, I-Hung, 2022. "Reexamining emerging market animosity toward western developed countries: A social dilemma in physical retailing consumption under normative influence," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    7. Lamberto Zollo, 2021. "The Consumers’ Emotional Dog Learns to Persuade Its Rational Tail: Toward a Social Intuitionist Framework of Ethical Consumption," Journal of Business Ethics, Springer, vol. 168(2), pages 295-313, January.
    8. Pescher, Christian & Spann, Martin, 2014. "Relevance of actors in bridging positions for product-related information diffusion," Journal of Business Research, Elsevier, vol. 67(8), pages 1630-1637.
    9. Brenner, Lyle & Bilgin, Baler, 2011. "Preference, projection, and packing: Support theory models of judgments of others' preferences," Organizational Behavior and Human Decision Processes, Elsevier, vol. 115(1), pages 121-132, May.
    10. Wang, Shih-Ching & Lang, Mark, 2015. "The effects of special displays on shopping behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 125-132.
    11. Liu, Chuang-Chun, 2016. "Understanding player behavior in online games: The role of gender," Technological Forecasting and Social Change, Elsevier, vol. 111(C), pages 265-274.
    12. Pabitra Chatterjee & Barthelemy Chollet & Olivier Trendel, 2017. "From conformity to reactance: Contingent role of network centrality in consumer-to-consumer influence," Post-Print hal-01589885, HAL.
    13. Daniel Villanova, 2019. "The extended self, product valuation, and the endowment effect," AMS Review, Springer;Academy of Marketing Science, vol. 9(3), pages 357-371, December.
    14. Sammon, Rachel & Kwon, Kyoung-Nan, 2015. "Host׳s interpersonal influence on guests in a home sales party," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 32-38.
    15. Ferrer-i-Carbonell, Ada, 2005. "Income and well-being: an empirical analysis of the comparison income effect," Journal of Public Economics, Elsevier, vol. 89(5-6), pages 997-1019, June.
    16. Jing Wang & Anocha Aribarg & Yves F. Atchadé, 2013. "Modeling Choice Interdependence in a Social Network," Marketing Science, INFORMS, vol. 32(6), pages 977-997, November.
    17. Ada Ferrer-i-Carbonell, 2002. "Income and Well-being," Tinbergen Institute Discussion Papers 02-019/3, Tinbergen Institute.
    18. Anastasiou Kartas & Sigi Goode, 2012. "Use, perceived deterrence and the role of software piracy in video game console adoption," Information Systems Frontiers, Springer, vol. 14(2), pages 261-277, April.
    19. 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.
    20. Teresa Heath & Lisa O’Malley & Matthew Heath & Vicky Story, 2016. "Caring and Conflicted: Mothers’ Ethical Judgments about Consumption," Journal of Business Ethics, Springer, vol. 136(2), pages 237-250, June.

    More about this item

    Keywords

    Global Marketing; Global Brand; Brand Equity; Brand Image; Brand Awareness; Brand Analysis; Cross-country Comparison;
    All these keywords.

    JEL classification:

    • C21 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Cross-Sectional Models; Spatial Models; Treatment Effect Models
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    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:zbw:pfobei:136. 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: ZBW - Leibniz Information Centre for Economics (email available below). General contact details of provider: https://edirc.repec.org/data/fwpfode.html .

    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.