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How Perceived Brand Globalness Creates Brand Value: Looking Back, Looking Ahead

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Key Developments in International Marketing

Part of the book series: JIBS Special Collections ((JIBSSC))

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Abstract

We are honored that our paper “How perceived brand globalness creates brand value” (Steenkamp et al. 2003) has been selected for inclusion in this book. In this commentary, we will first provide a brief history of the genesis of this paper. Next, we will introduce some model extensions that have been made. Finally, we will identify several areas for future research including perceived brand globalness (PBG) and country of origin, PBG and brand equity, whether PBG is a dividend or liability in today’s world, and global brands without PBG dividend.

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Author information

Authors and Affiliations

  1. Kenan-Flagler Business School, University of North Carolina, Chapel Hill, NC, USA

    Jan-Benedict E. M. Steenkamp

  2. Ross School of Business, University of Michigan, Ann Arbor, MI, USA

    Rajeev Batra

  3. Shidler College of Business, University of Hawaiʻi, Honolulu, HI, USA

    Dana L. Alden

Authors
  1. Jan-Benedict E. M. Steenkamp
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  2. Rajeev Batra
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  3. Dana L. Alden
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Corresponding author

Correspondence to Jan-Benedict E. M. Steenkamp .

Editor information

Editors and Affiliations

  1. Collins College of Business, University of Tulsa, Tulsa, OK, USA

    Saeed Samiee

  2. Leeds University Business School, University of Leeds, Leeds, UK

    Constantine S. Katsikeas

  3. Department of Economics and Social Sciences Institute of Marketing and Innovation, University of Natural Resources and Life Sciences, Vienna, Austria

    Petra Riefler

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Steenkamp, JB.E.M., Batra, R., Alden, D.L. (2024). How Perceived Brand Globalness Creates Brand Value: Looking Back, Looking Ahead. In: Samiee, S., Katsikeas, C.S., Riefler, P. (eds) Key Developments in International Marketing. JIBS Special Collections. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-17366-0_9

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