Consequences of perceived brand globalness and localness on brand consistency and clarity
Abstract Purpose- This study aims to investigate whether perceived brand globalness (PBG) and perceived brand localness (PBL) can favor brand consistency, brand clarity and perceived quality to finally influence consumer purchase intention. Design/methodology/approach- Ten local-global brands across...
| Autores: | , , |
|---|---|
| Formato: | artículo |
| Fecha de publicación: | 2025 |
| País: | España |
| Recursos: | Universitat Autònoma de Barcelona |
| Repositorio: | Dipòsit Digital de Documents de la UAB |
| Idioma: | inglés |
| OAI Identifier: | oai:ddd.uab.cat:311045 |
| Acesso em linha: | https://ddd.uab.cat/record/311045 https://dx.doi.org/urn:doi:10.1108/SJME-05-2024-0133 |
| Access Level: | acceso abierto |
| Palavra-chave: | Perceived brand globalness Perceived brand localness Brand consistency Brand clarity Signaling theory |
| Resumo: | Abstract Purpose- This study aims to investigate whether perceived brand globalness (PBG) and perceived brand localness (PBL) can favor brand consistency, brand clarity and perceived quality to finally influence consumer purchase intention. Design/methodology/approach- Ten local-global brands across 5 fast-moving consumer goods (FMCG) product categories have been selected to test the hypotheses by conducting a survey with 404 consumers in the emergingeconomyofIran. Findings- The results show that both perceived brand globalness (PBG) and localness (PBL) contribute to brand consistency in FMCGs,with globalnessbeinga strongersignal than localness. However, while localness positively influences brand clarity, globalness does not. Additionally, brand consistency improves perceived quality, whereas brand clarity has no impact on it. Practical implications- By fostering a higher perception of brand globalness, managers can directly boost brand consistency, perceived quality and purchase intention. Conversely, increasing the perception of brand localness will enhance brand consistency and clarity but not perceived quality. Originality/value- This study uniquely investigates the direct effects of PBG and PBL on the signaling theory elements of brand consistency and clarity. It distinctively introduces brand consistency as a mediator between perceived brand globalness, perceived brand localness and perceived quality, while expanding signaling theory into the underexplored Middle Eastern context. Keywords Perceived brand globalness, Perceived brand localness, Brand consistency, Brand clarity, Signaling theory Paper type Research paper |
|---|