دانلود رایگان مقاله انگلیسی ارزش برند جهانی در بازارهای توسعه یافته، در حال ظهور و کشورهای کمتر توسعه یافته - اشپرینگر 2017

Abstract

This paper examines how a brand’s perceived globalness creates value across three different market types: developed, emerging, and least developed country markets. The author proposes that differing normative institutional environments across these three market types induce differing consumer values with respect to global brands. Utilizing nonstudent samples from countries which represent each market type (USA, India, Madagascar), the results show that the relationship between perceived brand globalness and perceived brand quality is significant and positive in a least developed country market, only marginally significant in an emerging market, and not signifi- cant in a developed market. The relationship between perceived brand globalness and perceived brand prestige is significant and positive in an emerging and a least developed country market, and not significant in a developed market. Finally, the relationship between perceived brand prestige and perceived brand quality is positive and significant across all three markets. These findings advance international marketing theory and practice by providing further insight into how MNEs should promote their brands across different market types.

Conclusion

This paper provides a perspective of global brand value creation across different market types and departs from the view that globalness automatically signals quality and prestige. This perspective emphasizes the importance of considering differences in normative institutional environments with respect to value creation. Thus, global brand value creation differs as normative institutional environments differ. Through an examination of global brand value across markets, this paper provides insight into the values of consumers from three market types, including a least developed country market; a perspective largely ignored by international marketing research. Future researchers are encouraged to further investigate how value systems, particularly of consumers in the least developed markets, influence brand values.