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Perceived Brand Globalness: A Multi-dimensional Conceptualization

정인식|조효은|Pan Jun
한국국제경영학회 (Korean Academy of International Business)|2019.02|국제경영연구 (International Business Journal)|제30권 제1호|pp. 55-86|DOI http://dx.doi.org/10.14365/ibj.2019.30.1.3

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키워드

중국 소비자브랜드 태도Brand attitudeChinese consumers브랜드 글로벌성Perceived brand globalness(PBG)
주제분류경영학

초록

Previous research about perceived brand globalness(PBG) has focused on its pathway to create brand value, yet our understanding of this focal concept has been very limited. This study attempts to expand the existing conceptualization of PBG, typically composed of single-dimensional three items. Based on a broad-based review of the literature, we propose PBG with five dimensions - global reach, brand consistency, perceived brand value, perceived social responsibility, and perceived brand iconicity. To empirically examine the new conceptualization, we conducted a survey of Chinese consumers using four global brands across two product categories.

Abstract

Previous research about perceived brand globalness(PBG) has focused on its pathway to create brand value, yet our understanding of this focal concept has been very limited. This study attempts to expand the existing conceptualization of PBG, typically composed of single-dimensional three items. Based on a broad-based review of the literature, we propose PBG with five dimensions - global reach, brand consistency, perceived brand value, perceived social responsibility, and perceived brand iconicity. To empirically examine the new conceptualization, we conducted a survey of Chinese consumers using four global brands across two product categories.

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