Brand clarity of local and global brands in fast-moving consumer goods : an empirical study in a Middle East country
López Belbeze, Ma. Pilar (Universitat Autònoma de Barcelona. Departament d'Empresa)
Vaziri, Maryam (Universitat Autònoma de Barcelona. Departament d'Empresa)
Llonch i Andreu, Joan (Universitat Autònoma de Barcelona. Departament d'Empresa)
Grup de Recerca sobre Avaluació de les Organitzacions
Grup de Recerca d'Eficiència i Competitivitat Empresarial

Fecha:	2021
Resumen:	Purpose - This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL. Design/methodology/approach - Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs. Findings - The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands. Social implications - For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i. e. from a subjective instead of an objective perspective. Originality/value - This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.
Nota:	Altres ajuts: Acord CSUC-Emerald
Derechos:	Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.
Lengua:	Anglès
Documento:	Article ; recerca ; Versió publicada
Materia:	Emerging economy ; Global brand ; Glocal brand ; Local brand ; Brand clarity
Publicado en:	Journal of Islamic Marketing, 9 August 2021, ISSN 1759-0841

Adreça alternativa: https://www.emerald.com/insight/1759-0833.htm
DOI: 10.1108/JIMA-01-2020-0018

22 p, 257.8 KB

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