Review of literature

By studying consumer samples in an emerging market, Turkey, and two mature markets, Singapore and Denmark, the author tests the chain of relationships that drive consumers’ likelihood of purchasing the global brand in the presence of a local brand in a linear structural relations framework. The results indicate that perceived brand globalness is positively related to local iconness in an emerging market, but the relationship is negative in advanced markets. Developing local iconness helps build the perception of prestige in all three markets. Furthermore, local iconness is positively related to local brand quality perceptions in the culturally grounded categories of food in an emerging market, whereas in nonfood categories, local iconness has no connection to quality. In terms of cross-effects, as expected, the perceived quality of the local brand is negatively associated with global brand purchase likelihood in all markets and categories studied. In contrast, local brand prestige dampens global brand purchase likelihood for older consumers in an emerging market. The article concludes with implications for global and local brand managers.

In this article, the authors introduce attitude toward global products (AGP) and attitude toward local products (ALP) as generalized attitudinal constructs and address the four issues these constructs raise:(1) How are AGP and ALP related to each other?(2)What is the motivational structure underlying AGP and ALP ?(3)Is the proposed theory culturally circumscribed, or does it generalize across countries? And (4) What are the managerially relevant implications of these consumer attitudes? To answer these questions, the author propose and empirically test an integrated structure for AG P and ALP and their antecedents, organized around the powerful motivational concept of values. They test their theory using a unique dataset involving 13,000 respondents from 28countries in the Americas, Asia, and Europe, thus allowing for a global investigation of a global issue. The study findings provide Managers with strategic direction on how to market their products in a globalized world.

Previous cross-cultural research has demonstrated a consistently positive effect of brand globality on consumer perceptions, attitudes, and purchase intentions. The authors evaluate these effects on three ethnic segments of U.S. consumers. Drawing on survey data analysis and the estimates of a structural equation model, the research shows that associations with global brands as a general category vary across ethnic groups. Caucasian consumers show less of an appreciation of global brands, whereas African Americans and Hispanics show patterns similar to those in prior research. Although the average consumer views brand globality as an attribute of little importance, the structural equation findings show a direct effect of globality on attitudes and purchases. Overall, mainstream consumers in the United States are less favor-able toward global brands than minority groups but patronize them at the same overall rate.

This phenomenological qualitative study explored Chinese consumer consumption values on global brand fashion luxuries from 61 respondents who lived in Beijing, Shanghai, and Tianjin. Semi-structured consumption behavior questionnaires, in-depth one-on-one and focus group interviews using Moustakas (1994) approach served as the primary source of data collection. The research findings were focused on Chinese consumer consumption values and attitudes between global brands and Chinese local brands. The findings revealed that Chinese consumers perceived global brands (a) high quality products, (b) durable and prestigious, (c) innovative and customer-oriented product design, (d) trustworthy, and (e) good and responsible customer services. Whereas, Chinese consumers perceived Chinese local brand luxuries as (1) low quality products, (2) low trustworthiness issue, (3) poor product design, and (4) mismanagement.

In the current context of globalization, firms have concentrated their efforts on the development of international brands. As a result, international brand portfolios have been restructured, and many successful local brands have been eliminated. This article’s objective is

to improve the understanding of local brand differences and competitive advantages relative to inter-national brands. To achieve this, the authors reanalyzed the Young & Rubicam database Brand Asset Valuator and examined more than 744 brands across the four largest countries in Europe: the United Kingdom, Germany, France, and Italy. The authors discuss the managerial implications of the findings for international marketers as they develop their ideal international brand portfolios.

This article is resulting from; literature review with in mind after taking into consideration all previous studies in regard to branding issue. All views and advice from academicians and practitioners are modified to fit with local issue. Domestic entrepreneurs are expected to be confronted by fierce competitions in the local markets after the arrival of regional free trade agreement in SEA countries also known as AFTA (ASEAN Free Trade Area). This situation further worsens by impact of globalization which indirectly influences their business performance. As entrepreneurs from developing country it is challenging to compete with global players that are well-established. Therefore, the discussion of this working paper concentrates on the issue of branding which guides local entrepreneurs to manage brand more effectively. Finally, the framework on strategic branding for local players will be discussed in more details.

Thirty years after the beginning of reforms, China continues to be a magnet for multinational corporations that view the country as a must-win market. However, competition has intensified in the country as more domestic brands gain market share. The fear of a backlash of foreign brands among multinationals has led them to search for new strategies for continuous growth. Based on a large-scale consumer survey in China, this study examines the purchase patterns of foreign and domestic brands across a number of product categories. The results suggest that purchase and ownership of foreign brands in both consumable and durable goods vary greatly across geographic markets and product categories. While foreign brands continue to lead in a number of product categories, domestic brands are gaining ground in some markets including the first-tier cities, highlighting the intense competition for the mind share of

consumers. The evolving competitive scenario in China has significant implications for both foreign and domestic firms in brand management and marketing strategies.

This article addresses a growing dilemma sur-rounding the strategic value of perceived brand foreignness PBF) among consumers in emerging economies. Building on recent research evidence from the brand origin literature, we introduce the concept of confidence in brand origin identification (CBO) and theorize its moderating impact on the value of PBF in explaining and predicting brand evaluation. Using a multi-level modeling technique, this study provides evidence showing that CBO moderates the effect of PBF on consumer evaluations of brand value. Moreover, the moderating influence of CBO is found to be more profound for local than for foreign brands. Managerial implications for building both global and local brands in emerging markets are discussed.

The study aims to determine the factors that influence consumers’ attitude towards the global brands in information technology products. For this purpose survey questionnaire applied to 400 students of which 377 valid were analyzed. Factor analysis was used to determine the factors affecting consumers’ attitude towards the global brands and at the result of analysis realized that such factors as – demographic factors(=0.70), the use of global brand related to information technology products(=0.67) and brand personality perception level related to global brands (=0.66), are effective on the attitudes. Hypothesis developed appropriate to the model of the study was tested by Chi-square analysis and the hypotheses were accepted.

The purpose of this empirical study is to investigate the effects of consumer cosmopolitanism on foreign product purchase behavior in three major categories of consumer products (alcohol products, clothes, furniture). Based on the existing theoretical and empirical knowledge, we develop a conceptual model and identify two additional constructs asan tecedents of foreign purchase behavior, i. e., consumer ethnocentrism and consumer knowledge of brand origins. The measurement model is

examined using a data set of 261adult consumers and tested via structural equation modeling. The study results confirm the strong total effect of consumer cosmopolitanism in purchase behavior and indicate a strong direct effect of this phenomenon on the behavioral outcome. The more cosmopolitan consumers have a stronger tendency to buy foreign rather than local products. On the other hand, the direct relationship between cosmopolitanism and consumer knowledge of brand origin was not supported in the study.

References

Aysegul Ozsomer, (2012) “ The Interplay Between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness” J. of international marketing, Vol.20,No.2, 2012 ,pp. 72-95

Jan-Benedict E.M. Steenkamp, and Martijn G. dejong, (2010), “A Global Investigation into the Constellation of Consumer Attitudes Toward Global and Local Products” j. of Marketing, Vol.74, pp.18-40

Claudiu V. Dimofte, Johny K. Johansson, and Richard P. Bagozzi, (2010) “ Global Brands in the United States : How Consumer Ethnicity Mediates the Global Brand Effect” J. of International Marketing, Vol. 18, pp.81-106

Warveni Jap, (2010) “Global Brands VS Local Brands in Chinese Consumer Mind” J. of International Business and Economics, Vol. 10

Isabelle Schuiling and Jean – Noel Kapferer, (2004) “ Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers” J. of International Marketing, Vol. 12, No. 4,pp. 97-112

Amran Harun, Abdul Wahid Bin Mohd. Kassim Oswald Aisat Igau, Sulaiman Tahajuddin, Abdullah Kaid Al- Swidi, (2010) “Managing Local Brands in Facing Challenges of Globalization : Be a Local or Global Leader?” , European Journal of Social Science, Vol. 17, (2010)

Tsang-Sing Chan, Geng Cui, Nan Zhou, (2009) “ Competiton Between Foreign and Domestic Brands : A study of Consumer Purchases in China” J. of Global Marketing.

Lianxi Zhou. Zhiyong Yang. Michael K. Hui, (2009) “Non- Local or Local Brands? A Multi-Level Investigation into Confidence in Brands Origin Identification and its Strategic Implications” Academy of Marketing Science.

Sabiha Kilic and Hulya Cagiran Kendirli, (2011) “Consumers’ “Brands Personality’ Perception of Global Brands in Informational Technology : An Ampirical Research on Hitit University Students” International Journal of Business and Social Science, Vol.22.

Oliver and Irena Vida, (2011), “ The Effects of Consumer Cosmopolitanism on Purchase Behavior of Foreign vs Domestic Products” Managing Global Transitions, Vol.9