GLOBAL AND LOCAL BRANDS: DISTINGUISHING PERCEPTIONS FROM ORIGIN

Yıl 2023, Cilt: 24 Sayı: 1, 47 - 77, 10.06.2023

Peren Ozturan

https://doi.org/10.24889/ifede.1116569

Öz

Purpose: This study aims to (1) disentangle the relationship between brand origin (global vs. local) and brand perceptions (perceived brand globalness, PBG vs. local iconness, LI), and (2) investigate how consumer ethnocentrism moderates these model pathways.
Design/methodology/approach: We utilize a multi-method approach in two complementary studies, a survey (N=253) and an experiment (N=148).
Findings: We find that brand origin (global vs. local) and perceptions (PBG vs. LI) are distinct constructs that need to be accounted for separately in brand evaluation models. We show that the routes to purchase intentions (PIs) differ across global and local origin brands. PBG has a positive relationship with perceived brand quality and prestige but only for global origin brands. In contrast, for local origin brands, LI plays a crucial role via positive relationships to perceived brand quality and prestige. Consumers prefer brands to stay true to their brand origin. Ethnocentrism dampens both the PBG-PI and LI-PI relations only for global origin brands. Neither PBG nor LI seems to trigger PIs for ethnocentric consumers for global origin brands.
Originality/value: We show that the routes to PIs differ across global and local origin brands. Brand managers should stay true to the origins of their brands (global/local) in building their brands’ globalness/localness perceptions since consumers prefer a fit between origin and perceptions.

Anahtar Kelimeler

Brand origin, perceived brand globalness, local iconness, ethnocentrism

KÜRESEL VE YEREL MARKALAR: KÖKEN VE ALGI AYRIMI

Öz

Amaç: Bu çalışma, (1) marka kökeni (küresel ve yerel) ile marka algıları (marka küreselliği, MK ve yerel ikonluk, Yİ) arasındaki ilişkileri ve (2) bu yapısal ilişkiler üzerinde tüketici etnosentrizminin rolünü araştırmaktadır.
Metodoloji: Ampirik olarak birbirini tamamlayıcı iki metot, bir anket (N=253) ve bir deney (N=148) kullanılmaktadır.
Bulgular: Marka değerlendirme modellerinde marka kökeni (küresel ve yerel) ile marka algıları (MK ve Yİ) ayrı ayrı hesaba alınması gereken farklı kavramlardır. Tüketicilerin satın alma niyetlerini (SAN) artırmada küresel ve yerel kökenli markalar arasında farklılıklar bulunmaktadır. MK'nin marka kalitesi ve prestiji ile pozitif bir ilişkisi vardır, ancak bu sadece küresel kökenli markalar için geçerlidir. Buna karşılık, yerel kökenli markalar için Yİ, marka kalitesi ve prestiji ile pozitif ilişkisi sebebiyle önemli bir rol oynar. Tüketiciler, marka kökenlerine sadık kalan markaları tercih etmektedir. Ayrıca, etnosentrizm, hem MK-SAN hem de Yİ-SAN ilişkilerini yalnızca küresel kökenli markalar açısından zayıflatıcı etkiye sahiptir. Etnosentrik tüketicilerin küresel kökenli markalar açısından SAN'larını tetiklemekte ne MK, ne de Yİ etkin bir rol oynar.
Özgünlük/değer: Çalışmamız SAN'a giden yolların küresel ve yerel kökenli markalar arasında farklılık gösterdiğine işaret ediyor. Tüketicilerin köken ile algılar arasında uyumu tercih etmesi nedeniyle, yöneticilere markalarının küresellik/yerellik algılarını oluştururken marka kökenine (küresel/yerel) sadık kalmalarını öneriyoruz.

Anahtar Kelimeler

Marka kökeni, algılanan marka küreselliği, yerel ikonluk, etnosentrizm

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