TY - JOUR
T1 - Understanding the Interplay between Brand Globalness and Localness among Homegrown and Foreign Global Brands in South Korea
AU - Tsai, Wanhsiu Sunny
AU - Tao, Weiting
AU - Liu, Yu
AU - Lee, Yeunjae
PY - 2020
Y1 - 2020
N2 - This research provided an extended model to theorize the dynamics between brand globalness and localness that vary between global brands of home versus foreign origin. We focused on South Korea, an export-oriented, newly developed economy that is driving the new wave of Asian global brands. An online survey was conducted with 361 South Korean consumers to assess the interplay between perceived brand globalness and localness across seven product categories. Results showed Korean brands’ perceived globalness and local iconness were positively associated with brand prestige and quality, mediated by consumer nationalism. Foreign global brands’ perceived globalness and localization were positively associated with brand prestige and quality, mediated by marketing capability.
AB - This research provided an extended model to theorize the dynamics between brand globalness and localness that vary between global brands of home versus foreign origin. We focused on South Korea, an export-oriented, newly developed economy that is driving the new wave of Asian global brands. An online survey was conducted with 361 South Korean consumers to assess the interplay between perceived brand globalness and localness across seven product categories. Results showed Korean brands’ perceived globalness and local iconness were positively associated with brand prestige and quality, mediated by consumer nationalism. Foreign global brands’ perceived globalness and localization were positively associated with brand prestige and quality, mediated by marketing capability.
KW - Global and local consumer culture positioning
KW - brand globalness
KW - consumer nationalism
KW - local iconness
KW - localization
KW - marketing capability
UR - http://www.scopus.com/inward/record.url?scp=85084303531&partnerID=8YFLogxK
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U2 - 10.1080/08911762.2020.1759171
DO - 10.1080/08911762.2020.1759171
M3 - Article
AN - SCOPUS:85084303531
JO - Journal of Global Marketing
JF - Journal of Global Marketing
SN - 0891-1762
ER -