Abstract

This research provided an extended model to theorize the dynamics between brand globalness and localness that vary between global brands of home versus foreign origin. We focused on South Korea, an export-oriented, newly developed economy that is driving the new wave of Asian global brands. An online survey was conducted with 361 South Korean consumers to assess the interplay between perceived brand globalness and localness across seven product categories. Results showed Korean brands’ perceived globalness and local iconness were positively associated with brand prestige and quality, mediated by consumer nationalism. Foreign global brands’ perceived globalness and localization were positively associated with brand prestige and quality, mediated by marketing capability.

摘要

这项研究提供了扩展的模型，以理论化品牌全球性和本地性之间的动态关系，这些动态在本地品牌和国外品牌之间有所不同。我们专注于韩国，这是一个以出口为导向的新兴经济体，正在推动亚洲全球品牌的新浪潮。对361个韩国消费者进行了在线调查，以评估在七个产品类别中感知到的品牌全球化与本地化之间的相互作用。结果显示，在消费者民族主义的调解下，韩国品牌的感知全球化和本地标志性与品牌声望和质量呈正相关。国外全球化品牌的感知全球化和本地化与品牌声望和质量呈正相关，这是由营销能力所介导的。