Review of literature       By studying consumer samples in an emerging market, Turkey, and two        mature markets, Sin...
study findings provide Managers with strategicdirection on how to   market their products in a globalized world. Previous...
international brand portfolios have been restructured,and many successful   local brands have been eliminated. Thisarticle...
categories, domestic brands aregaining ground in some markets including   the first-tier cities, highlighting the intense ...
antecedents of foreign purchase behavior, i. e., consumer ethnocentrismand consumer knowledge of brand origins. The measur...
Brands: Strategic Implications for International Marketers” J. of   International Marketing, Vol. 12, No. 4,pp. 97-112 Am...
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Review of literature spl

  1. 1. 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 thefour issues theseconstructsraise:(1)HowareAGPandALP relatedtoeachother?(2)What is the motivational structure underlying AGPandALP ?(3)Is the proposedtheory culturally circumscribed, or does it generalizeacross countries? And (4)Whatare 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 theirantecedents, organized around thepowerful motivational concept of values. They test their theory using a unique dataset involving13,000respondentsfrom28countriesintheAmericas, Asia, and Europe, thusallowing for a global investigation of a global issue. The
  2. 2. study findings provide Managers with strategicdirection 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 associationswith 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. Althoughthe average consumer views brand globality as an attribute of little importance, the structural equation findings show adirect 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 inBeijing, 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 concentratedtheir efforts on the development of international brands. As aresult,
  3. 3. international brand portfolios have been restructured,and many successful local brands have been eliminated. Thisarticle’s objective is to improve the understanding of localbrand differences and competitive advantages relative to inter-national brands. To achieve this, the authors reanalyzed theYoung & Rubicamdatabase Brand Asset Valuator and examined more than 744 brands across the four largest countries inEurope: the United Kingdom, Germany, France, and Italy. The authors discuss the managerial implications of the findings forinternational marketers as they develop their ideal international brand portfolios. This article is resulting from; literature reviewwith 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 fromdeveloping 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 inthe country as more domestic brands gain market share. The fear of a backlash of foreign brands amongmultinationals has led them to search for new strategies for continuous growth. Based on a large-scaleconsumer survey in China, this study examines the purchase patterns of foreign and domestic brandsacross a number of product categories. The results suggest that purchase and ownership of foreignbrands 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
  4. 4. categories, domestic brands aregaining ground in some markets including the first-tier cities, highlighting the intense competition forthe mind share of consumers. The evolving competitive scenario in China has significant implicationsfor 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 foreignnessPBF) among consumers in emerging economies. Buildingon recent research evidence from the brand origin literature,we introduce the concept of confidence in brand originidentification (CBO) and theorize its moderating impact onthe value of PBF in explaining and predicting brand evaluation. Using a multi-level modeling technique, thisstudy provides evidence showing that CBO moderates theeffect of PBF on consumer evaluations of brand value.Moreover, the moderating influence of CBO is found to bemore profound for local than for foreign brands. Managerialimplications for building both global and local brands inemerging 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 bra related to information nd 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 threemajor categories of consumer products (alcohol products, clothes, furniture). Based on the existing theoretical and empirical knowledge, wedevelop a conceptual model and identify two additional constructs as
  5. 5. antecedents of foreign purchase behavior, i. e., consumer ethnocentrismand consumer knowledge of brand origins. The measurementmodel isexamined using a data set of261adult consumers and testedvia structuralequationmodeling. The study results confirm the strongtotal effect ofconsumer cosmopolitanism in purchase behavior andindicate a strongdirect effect of this phenomenon on the behavioraloutcome. The morecosmopolitan consumers have a stronger tendencyto buy foreign ratherthan local products. On the other hand, the direct relationship betweencosmopolitanism and consumer knowledgeof brand origin was notsupported 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
  6. 6. 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

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