Abstract
Focusing on the transitioning Chinese market, this study examined the interplay between perceived brand globalness and localness for local and global brands. Focus groups and in-depth interviews were first conducted to explore Chinese consumers’ changing meaning-making of iconic global and Chinese brands. The qualitative findings illuminated consumers’ evolving understanding of global and local brands, and the complicated dynamics between perceived brand globalness and localness. An online survey was subsequently administered to empirically assess the connection between brand globalness and localness across different iconic local and global brand pairs. The impacts of these brand perceptions on brand prestige and quality were further evaluated.
| Original language | English (US) |
|---|---|
| Journal | Journal of International Consumer Marketing |
| DOIs | |
| State | Accepted/In press - Jan 1 2019 |
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Keywords
- globalization
- local iconness
- localization
- Perceived brand globalness
- transitioning market
ASJC Scopus subject areas
- Management Information Systems
- Marketing
Cite this
The Interplay Between Brand Globalness and Localness for Iconic Global and Local Brands in the Transitioning Chinese Market. / Liu, Yu; Tsai, Wanhsiu Sunny; Tao, Weiting.
In: Journal of International Consumer Marketing, 01.01.2019.Research output: Contribution to journal › Article
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TY - JOUR
T1 - The Interplay Between Brand Globalness and Localness for Iconic Global and Local Brands in the Transitioning Chinese Market
AU - Liu, Yu
AU - Tsai, Wanhsiu Sunny
AU - Tao, Weiting
PY - 2019/1/1
Y1 - 2019/1/1
N2 - Focusing on the transitioning Chinese market, this study examined the interplay between perceived brand globalness and localness for local and global brands. Focus groups and in-depth interviews were first conducted to explore Chinese consumers’ changing meaning-making of iconic global and Chinese brands. The qualitative findings illuminated consumers’ evolving understanding of global and local brands, and the complicated dynamics between perceived brand globalness and localness. An online survey was subsequently administered to empirically assess the connection between brand globalness and localness across different iconic local and global brand pairs. The impacts of these brand perceptions on brand prestige and quality were further evaluated.
AB - Focusing on the transitioning Chinese market, this study examined the interplay between perceived brand globalness and localness for local and global brands. Focus groups and in-depth interviews were first conducted to explore Chinese consumers’ changing meaning-making of iconic global and Chinese brands. The qualitative findings illuminated consumers’ evolving understanding of global and local brands, and the complicated dynamics between perceived brand globalness and localness. An online survey was subsequently administered to empirically assess the connection between brand globalness and localness across different iconic local and global brand pairs. The impacts of these brand perceptions on brand prestige and quality were further evaluated.
KW - globalization
KW - local iconness
KW - localization
KW - Perceived brand globalness
KW - transitioning market
UR - http://www.scopus.com/inward/record.url?scp=85071967182&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85071967182&partnerID=8YFLogxK
U2 - 10.1080/08961530.2019.1658556
DO - 10.1080/08961530.2019.1658556
M3 - Article
AN - SCOPUS:85071967182
JO - Journal of International Consumer Marketing
JF - Journal of International Consumer Marketing
SN - 0896-1530
ER -