Brand clarity of local and global brands in fast-moving consumer goods

Purpose - This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BC...

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Autores: López Belbeze, Ma. Pilar|||0000-0002-4302-3005, Vaziri, Maryam|||0000-0002-3169-2818, Llonch i Andreu, Joan|||0000-0002-1624-3133
Formato: artículo
Fecha de publicación:2021
País:España
Recursos:Universitat Autònoma de Barcelona
Repositorio:Dipòsit Digital de Documents de la UAB
Idioma:inglés
OAI Identifier:oai:ddd.uab.cat:248914
Acesso em linha:https://ddd.uab.cat/record/248914
https://dx.doi.org/urn:doi:10.1108/JIMA-01-2020-0018
Access Level:acceso abierto
Palavra-chave:Emerging economy
Global brand
Glocal brand
Local brand
Brand clarity
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spelling Brand clarity of local and global brands in fast-moving consumer goodsan empirical study in a Middle East countryLópez Belbeze, Ma. Pilar|||0000-0002-4302-3005Vaziri, Maryam|||0000-0002-3169-2818Llonch i Andreu, Joan|||0000-0002-1624-3133Emerging economyGlobal brandGlocal brandLocal brandBrand clarityPurpose - This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL. Design/methodology/approach - Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs. Findings - The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands. Social implications - For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective. Originality/value - This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.Universitat Autònoma de Barcelona. SGR-Grup de Recerca sobre Avaluació de les OrganitzacionsUniversitat Autònoma de Barcelona. SGR-Grup de Recerca d'Eficiència i Competitivitat Empresarial. Business Eficiency and Competitveness Group 22021-01-0120212021-01-01Articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://ddd.uab.cat/record/248914https://dx.doi.org/urn:doi:10.1108/JIMA-01-2020-0018reponame:Dipòsit Digital de Documents de la UABinstname:Universitat Autònoma de BarcelonaInglésengopen accesshttp://purl.org/coar/access_right/c_abf2Aquest document està subjecte a una llicència d'ús Creative Commons. Es permet la reproducció total o parcial, la distribució, la comunicació pública de l'obra i la creació d'obres derivades, fins i tot amb finalitats comercials, sempre i quan es reconegui l'autoria de l'obra original.https://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:ddd.uab.cat:2489142026-06-06T12:50:31Z
dc.title.none.fl_str_mv Brand clarity of local and global brands in fast-moving consumer goods
an empirical study in a Middle East country
title Brand clarity of local and global brands in fast-moving consumer goods
spellingShingle Brand clarity of local and global brands in fast-moving consumer goods
López Belbeze, Ma. Pilar|||0000-0002-4302-3005
Emerging economy
Global brand
Glocal brand
Local brand
Brand clarity
title_short Brand clarity of local and global brands in fast-moving consumer goods
title_full Brand clarity of local and global brands in fast-moving consumer goods
title_fullStr Brand clarity of local and global brands in fast-moving consumer goods
title_full_unstemmed Brand clarity of local and global brands in fast-moving consumer goods
title_sort Brand clarity of local and global brands in fast-moving consumer goods
dc.creator.none.fl_str_mv López Belbeze, Ma. Pilar|||0000-0002-4302-3005
Vaziri, Maryam|||0000-0002-3169-2818
Llonch i Andreu, Joan|||0000-0002-1624-3133
author López Belbeze, Ma. Pilar|||0000-0002-4302-3005
author_facet López Belbeze, Ma. Pilar|||0000-0002-4302-3005
Vaziri, Maryam|||0000-0002-3169-2818
Llonch i Andreu, Joan|||0000-0002-1624-3133
author_role author
author2 Vaziri, Maryam|||0000-0002-3169-2818
Llonch i Andreu, Joan|||0000-0002-1624-3133
author2_role author
author
dc.contributor.none.fl_str_mv Universitat Autònoma de Barcelona. SGR-Grup de Recerca sobre Avaluació de les Organitzacions
Universitat Autònoma de Barcelona. SGR-Grup de Recerca d'Eficiència i Competitivitat Empresarial. Business Eficiency and Competitveness Group
dc.subject.none.fl_str_mv Emerging economy
Global brand
Glocal brand
Local brand
Brand clarity
topic Emerging economy
Global brand
Glocal brand
Local brand
Brand clarity
description Purpose - This paper aims to analyze different brand clarity levels (BCLs) of local, global and glocal types of brands in fast-moving consumer goods from the consumer's perspective. The study also intends to identify whether the consumer's previous experience with such brands may impact BCL. Design/methodology/approach - Twenty-eight global and local brands were used to test the hypotheses by conducting a survey with 400 consumers in the emerging economy of Iran. The authors applied a quantitative technique of brand classification, previously proposed in the literature. After categorizing the brands as local, global or glocal, one-way ANOVA, Tukey post hoc and t-test analyses were performed to identify whether the different types of brands had different BCLs. Findings - The results showed that brand clarity was significantly higher for local bands than for global or glocal brands and that it was higher for glocal bands than for global brands. Furthermore, the consumer's prior experience with a brand had no impact on BCL for different types of brands. Social implications - For global brand managers, it is essential to know that local brands in Middle Eastern emerging markets may have more brand clarity than global brands. Therefore, if global brands intend to enter these markets, adopting a glocal positioning appears to be a helpful strategy. Besides, the results suggest that managers should analyze brand categorization from the consumer's perspective, i.e. from a subjective instead of an objective perspective. Originality/value - This was the first study analyzing the BCL of local, global and glocal brands and identifying significant differences in their BCL.
publishDate 2021
dc.date.none.fl_str_mv 2
2021-01-01
2021
2021-01-01
dc.type.none.fl_str_mv Article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://ddd.uab.cat/record/248914
https://dx.doi.org/urn:doi:10.1108/JIMA-01-2020-0018
url https://ddd.uab.cat/record/248914
https://dx.doi.org/urn:doi:10.1108/JIMA-01-2020-0018
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
https://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Dipòsit Digital de Documents de la UAB
instname:Universitat Autònoma de Barcelona
instname_str Universitat Autònoma de Barcelona
reponame_str Dipòsit Digital de Documents de la UAB
collection Dipòsit Digital de Documents de la UAB
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15.301629

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