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Beyond reach: an extended model of global brand effects

机译：超越：全球品牌效应的扩展模型

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Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers' brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)). Findings The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers' brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category. Originality/value The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand's market reach to capture the phenomenon holistically.
机译：目的尽管对感知品牌全球性（PBG）的各种结果进行了大量研究，但该概念本身仍然模棱两可，需要对概念进行进一步的完善。本文的目的是通过建议PBG的扩展概念化，并相对于传统的运营化经验地测试相应的全球品牌效应扩展模型，为全球品牌文献做出贡献。设计/方法/方法一项涉及8个不同产品类别的63个品牌的实证研究（n = 907）通过明确区分消费者对品牌全球性认知的不同方面（即，感知市场覆盖率（PMR）），提供了对全球品牌影响构成的新见解。 ），感知标准化（PST）和全球消费者文化定位（GCCP））。结果结果清楚地表明，与全球品牌相关的影响并不仅是积极的。虽然PMR和GCCP对消费者的品牌评价和态度具有积极影响，但PST对相同结果却具有很强的负面影响。这些影响适用于国内外的全球品牌，并且与给定产品类别相关的感知风险水平无关。独创性/价值结果为经理们提供了品牌全球化感的上升和下降的更清晰画面，并敦促对全球品牌进行进一步的研究，以纳入解释品牌市场范围之外的各个方面的结构，从而从整体上捕捉这一现象。

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