How local/global is your brand? : a technique to assess brand categorisation
Llonch i Andreu, Joan (Universitat Autònoma de Barcelona)
López-Lomelí, Miguel Ángel (Tecnológico de Monterrey (Mèxic))
Gómez-Villanueva, Jorge Eduardo (Tecnológico de Monterrey (Mèxic))

Date:	2016
Abstract:	Most of the works found in the branding literature related to the different typologies of brands (global, local, etc. ) have been founded on academic/practitioner categorisations based on objective criteria. On the other hand, consumers do not know these categorisations based on objective criteria and might see the brands differently. Therefore, the logical way to classify brands would be based on consumers' perceptions. Existing research to categorise brands from the consumers' perspective is conducted with qualitative techniques using small samples; therefore, the results obtained are difficult to generalise. Thus, what we need is a quantitative instrument to assess consumer perceptions of the local/global brand categorisation with representative samples. This article relies on the results of an empirical research study through a survey carried out among Mexican consumers based on a new methodology that follows the suggested categorisation principles of Steenkamp and De Jong (2010). The results provide an actual categorisation of leading brands into 'global', 'local', 'glocal' and 'functional' based on the consumers' perspectives and show important differences in the categorisation of brands vs. the traditional approaches found in the literature. Using this methodology, managers may be able to define brand marketing strategies for current brands or brands' relaunch efforts more accurately.
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Language:	Anglès
Document:	Article ; recerca ; Versió acceptada per publicar
Subject:	Local brand ; Global brand ; Glocal brand ; Brand categorisation ; Mexico
Published in:	International Journal of Market Research, Vol. 58 Núm. 6 (2016) , p. 795-813, ISSN 1470-7853

Adreça alternativa: https://journals.sagepub.com/doi/10.2501/IJMR-2016-046
DOI: 10.2501/IJMR-2016-046

Postprint 19 p, 365.3 KB

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