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

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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.

Resume

Les consommateurs des marchés occidentaux sont de plus en plus critiques à l’égard de la mondialisation et adoptent à nouveau des valeurs locales. Les entreprises doivent donc décider si elles veulent continuer à appliquer des stratégies de marques mondiales et/ou rajeunir les stratégies de marques locales. Pour explorer les implications de la mondialisation des marchés sur les préférences des consommateurs, nous utilisons la théorie des signaux pour étudier le rôle de la perception de la marque mondialisée (PMM) et de la perception de la marque localisée (PML) comme signaux de la crédibilité des marques, des effets en aval connexes et des conditions limites, dans deux pays ayant des niveaux de mondialisation différents. Sur les marchés mondialisés, la PMM est un signal de crédibilité de la marque plus faible que la PML, alors que sur les marchés en voie de mondialisation, les deux signaux sont d’égale importance.

Resumen

Los consumidores en mercados occidentales son cada vez más críticos hacia la globalización y re-adoptan los valores locales. Las empresas por lo tanto deben decidir si continúan aplicando estrategias globales de mercado y/o rejuvenecen las estrategias locales de marca. Para explorar las implicaciones de la globalización de mercado para las preferencias de los consumidores, usamos la teoría de la señalización para investigar el papel de la globalización percibida de la marca (PBG por sus iniciales en inglés) y lo local percibido de la marca (PBL por sus iniciales en inglés) como una señal de credibilidad de marca, los efectos descendentes relacionados y las condiciones límite, en dos países con diferentes niveles de globalización. En los mercados globalizados, el papel de la globalización percibida de la marca es una señal más débil de la credibilidad de la marca que lo local percibido de la marca, mientras que en los mercados en vía de globalización, las dos señales son de igual importancia.

Resumo

Consumidores nos mercados ocidentais são cada vez mais críticos em relação a globalização e retomam valores locais. Empresas devem, portanto, decidir se continuam a buscar estratégias globais de marca e/ou rejuvenescer estratégias locais de marca. Para explorar as implicações da globalização do mercado para preferências do consumidor, usamos a teoria da sinalização para investigar o papel da globalidade da marca percebida (PBG) e da localidade da marca (PBL) como sinais de credibilidade da marca, efeitos a jusante relacionados e condições de contorno, em dois países com diferentes níveis de globalização. Em mercados globalizados, PBG é um sinal mais fraco de credibilidade da marca do que PBL, enquanto em mercados globalizados, os dois sinais são de igual importância.

摘要

西方市场的消费者们越来越对全球化持批评态度,并重新拥抱本地价值观。公司因此必须决定是否继续奉行全球品牌战略和/或重振本地品牌战略。为了探索市场全球化对消费者偏好的影响, 我们使用信号理论来研究作为品牌可信度信号的可感知的品牌全球性(PBG)和品牌本地性(PBL)的作用, 两个不同全球化水平国家之间相关的下游影响及边界条件。在已全球化的市场中, PBG的品牌可信度较PBL弱, 而在全球化处于进行时的市场中,这两个信号则同等重要。

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Acknowledgements

The authors thank Constantine Katsikeas, Aysegül Özsomer, Mario Pandelaere, the Area Editor and the anonymous reviewers for their valuable feedback on previous versions of this article. Special thanks go to Kyungae Kim, Soyoung Yun, and Bom Kim for their help in collecting the data.

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Authors and Affiliations

  1. Department of Marketing and International Business, Toulouse Business School, 20 Boulevard Lascrosses, 31068, Toulouse, France

    Timo Mandler

  2. IESEG School of Management, 3 rue de la Digue, 59000, Lille, France

    Fabian Bartsch

  3. LEM-CNRS 9221, 3 rue de la Digue, 59000, Lille, France

    Fabian Bartsch

  4. Hanyang University, 222 Wangsimni-ro, Seongdong-gu, Seoul, 133-791, South Korea

    C. Min Han

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  1. Timo Mandler
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Correspondence to Timo Mandler.

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Supplementary information accompanies this article on the Journal of International Business Studies website (www.palgrave.com/ journals).

Accepted by Saeed Samiee, Area Editor, 24 January 2020. This article has been with the authors for four revisions.

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Mandler, T., Bartsch, F. & Han, C.M. Brand credibility and marketplace globalization: The role of perceived brand globalness and localness. J Int Bus Stud 52, 1559–1590 (2021). https://doi.org/10.1057/s41267-020-00312-2

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