EXPRESS: Local-global Cobrand Positioning and Consumer Evaluations in Emerging Markets

IF 4.9 2区 管理学 Q1 BUSINESS
Onur Osmanoglu, Ayşegül Özsomer, Gunes Biliciler
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引用次数: 0

Abstract

Cobranding initiatives between a local and a global brand have become a prominent practice. This research contributes to the cobranding and global branding literatures by investigating the effects of positioning strategy of the cobranded product (global consumer culture positioning versus local consumer culture positioning) on consumer evaluations in emerging markets. In five experiments, we show that using global consumer culture positioning for the cobranded product leads to heightened word of mouth intentions and more favorable product valuations. This effect holds for both local and global product categories. Building on signaling theory, we show that brand credibility mediates the effect of positioning strategy on word of mouth intentions. Further, when the local (vs. global) brand is the announcement source, using a global rather than a local consumer culture positioning leads to enhanced word of mouth intentions. Yet, for consumers with stronger ethnocentrism, when the global brand makes the announcement of a cobranded product positioned on local consumer culture, word of mouth intentions are higher. Altogether, the findings have nuanced implications for local branding, global branding, and young consumers in emerging markets.
快递:新兴市场中当地-全球 Cobrand 定位和消费者评价
本地品牌与全球品牌之间的联合品牌活动已成为一种突出的做法。本研究通过调查联合品牌产品的定位策略(全球消费文化定位与本地消费文化定位)对新兴市场消费者评价的影响,为联合品牌和全球品牌研究做出了贡献。在五项实验中,我们发现采用全球消费文化定位的联合品牌产品会带来更高的口碑传播意愿和更有利的产品评价。这种效应在本地和全球产品类别中都适用。基于信号传递理论,我们表明品牌可信度是定位策略对口碑意向影响的中介。此外,当本地(而非全球)品牌是公告来源时,使用全球而非本地消费者文化定位会增强口碑传播意愿。然而,对于民族中心主义较强的消费者来说,当全球品牌发布以本地消费文化为定位的联合品牌产品时,口碑传播意愿会更高。总之,研究结果对新兴市场的本土品牌塑造、全球品牌塑造和年轻消费者都有细微的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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