The Globalness Route Toward Brand Equity: How Consumer and Brand Level Factors Change the Route to Success

Bernhard Swoboda, Trier University, Germany
Karin Pennemann, Trier University, Germany
Markus Taube, Mercator School of Management, Germany
Thomas Foscht, University of Graz, Austria
Perceived brand globalness and perceived brand localness serve as halos for brand equity mediated by hedonic and functional values and moderated by brands’ country-of-origin and consumers’ identity. For Chinese consumers Western and Mainland brands benefit from hedonic values, whereas Asian brands can only convince consumers by functional values.
[ to cite ]:
Bernhard Swoboda, Karin Pennemann, Markus Taube, and Thomas Foscht (2011) ,"The Globalness Route Toward Brand Equity: How Consumer and Brand Level Factors Change the Route to Success", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 631-632.