Local, global and glocal consumer brand relationships
Lopez-Lomelí, Miguel Ángel (Tecnológico de Monterrey (Mexico))
Llonch i Andreu, Joan (Universitat Autònoma de Barcelona. Departament d'Empresa)
Rialp Criado, Josep (Universitat Autònoma de Barcelona. Departament d'Empresa)

Títol variant:	Relacion entre marcas de consumo locales, globales y glocales
Data:	2019
Resum:	Purpose: This paper fills a gap in the literature on branding, as local and glocal brands have not received as much attention as global brands from academics and practitioners and the scarce amount of relevant research done on glocal branding strategies is mainly theoretical or conceptual. Design/methodology/approach: This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested with a sample of different categories/types of consumer brands (local, global and glocal). The influence of the type of brand on these relationships is then analysed. Findings: The findings suggest that brand quality is the most important driver of brand attitude for any type of brand, and that the relationship between brand quality and brand attitude, as well as between brand attitude and brand purchase intention, is weaker for a glocal brand than for a local or global brand. Originality/value: This paper provides new empirical evidence of the influence of brand type on brand associations and attitude configurations and the effects these attitudes have on buying intentions. This work is also relevant for the managers' efforts to develop more effective global, glocal and local marketing strategies for brand positioning.
Drets:	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.
Llengua:	Anglès
Document:	Article ; recerca ; Versió publicada
Matèria:	Global brand ; Local brand ; Glocal brand ; Signalling theory ; Brand attitude ; Brand purchase intention ; Marca global ; Marca local ; Marca glocal ; Teoría de las señales ; Actitud hacia la marca ; Intención de compra
Publicat a:	Spanish Journal of Marketing - ESIC, Vol. 23 Núm. 3 (february 2019) , p. 775-798, ISSN 2444-9709

DOI: 10.1108/SJME-10-2018-0046

23 p, 522.1 KB

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