Academic literature on the topic 'Global vs local brand'

Thesis (Master of Design)--University of Cincinnati, 2009.<br>Advisor: Craig M Vogel. Title from electronic thesis title page (viewed Jan. 15, 2010). Includes abstract. Keywords: product design; culture; brand; international; globalization; localization; markets. Includes bibliographical references.

This thesis aims to investigate the cola market situation in Thailand and the possibility of a local brand to compete with global brands. Due to the high value of this market, every cola company wants to get the biggest piece of the market share pie. Moreover, there is a situation regarding a global cola brand Pepsi falling into the trouble in terms of logistics and distribution channels after having been separated from its local partner company. In addition, Pepsi’s ex-partner company has launched a new cola brand into the market, a completely separate operation without any ties to Pepsi. As a result, the cola market in Thailand now has witnessed fierce competition and it attracts many players in the beverage industry to take part. Therefore, this research is designed to understand the brand preference, brand substitution, brand loyalty, taste preference, and relation between several factors from customers’ perspective to answer the possibility of a local brand competing with global brands, as well as to investigate the general cola market situation.   Information was collected by questionnaire which was answered by 420 participants, 51 percent of which were female and 49 percent were male. The results of the questionnaire found that their brand preference is actually in an opposite direction with the current cola market share, due to the effect of cola brand substitution in the market. Moreover, the research found that taste preference and gender have an influence on brand preference, while frequency of drinking and other demographics do not have any effect on brand preference

Esta tesis doctoral tiene como objetivo dar respuesta a tres preguntas principales de investigación: RQ (1) ¿Cuáles son los antecedentes que aumentan la probabilidad de compra de marca local en mercados emergentes (EMS), existen factores específicos para las marcas de alimentos y las marcas de prendas de vestir? RQ (2) ¿Cómo se pueden clasificar las marcas presentes en el mercado en Global, Local y Glocal con base en las percepciones del consumidor, son los resultados de estas categorizaciones basadas en el consumidor similares a las categorizaciones que están basadas en criterios objetivos? RQ (3) ¿Es la relación entre los antecedentes previamente identificados y la probabilidad de compra de marca similar para las marcas globales, locales y glocales que compiten en la misma categoría, o son diferentes para cada tipo de marca? Se ha identificado que existe un vacío en la literatura con respecto a estas preguntas y este trabajo de investigación tiene como objetivo aportar conocimientos sobre estas relaciones. El primer ensayo examina los antecedentes en relación con la probabilidad de compra de marca para las marcas locales. El segundo ensayo examina cómo la categorización de marcas basada en las percepciones de los consumidores difiere de las categorizaciones estándar que se encuentran en la literatura, y el tercer ensayo examina cómo estos antecedentes influyen positivamente en la probabilidad de compra de la marca, en los diferentes tipos de marcas, y si hay un factor con el rol de moderador en estas relaciones. Los resultados de estos tres ensayos sugieren: en el estudio 1 del primer ensayo, que tres factores influyen positivamente la probabilidad de compra de las marcas locales de alimentos y también muestran que para los consumidores más jóvenes, existe un factor adicional. En el estudio 2 del primer ensayo, cinco factores están positivamente relacionados con probabilidad de compra de las marcas de ropa locales. El ensayo 2, ofrece una categorización de algunas marcas líderes que se venden en el mercado mexicano, en global, local y glocal, basadas en la perspectiva del consumidor. Los hallazgos sugieren que existen diferencias relevantes entre los resultados de la categorización de marcas basada en la percepción del consumidor y la categorización de marcas basada en enfoques objetivos tradicionales encontrados en la literatura. En el ensayo 3, algunos antecedentes se relacionan positivamente con la probabilidad de compra de la marca, y son relevantes para todas las categorías de marcas. Nuestros resultados sugieren que el tipo de marca modera algunas de estas relaciones. Todos estos estudios se llevaron a cabo entre consumidores mexicanos y los datos fueron analizados con pruebas estadísticas y ecuaciones estructurales. Esta investigación contribuye al conocimiento académico actual poniendo en relieve las siguientes áreas: 1, desarrolla y prueba un modelo integral de los antecedentes de la probabilidad de compra de marca que combina varias teorías y corrientes de investigación. 2, desarrolla una tipología para medir cuatro tipos de marcas, ampliando la teoría de Steenkamp de De Jong al contexto del estudio de marcas. 3, desarrolla y prueba hipótesis del papel moderador del tipo de marca y sus efectos en la relación de estos antecedentes y la probabilidad de compra de la marca. Todo lo anterior se llevó a cabo dentro de un contexto de mercados emergentes. Además, nuestro trabajo de investigación contribuye al ámbito de la gestión, proporcionando conocimientos adicionales para la gerencia de marca en los mercados emergentes, que les permiten desarrollar estrategias de marca y de comercialización sostenibles, buscando tener éxito en un entorno globalmente competitivo.<br>This doctoral dissertation aims to address three main Research Questions: RQ (1) What are the antecedents that enhance local brand purchase likelihood in emerging markets (EMs), and are there specific factors for food and clothing brands? RQ (2) How can brands present in the market be classified into Global, Local and Glocal based on consumer perceptions, and are the results of these consumer-based categorisations similar to the categorisations based on objective criteria? RQ (3) Is the relationship between previously-identified brand antecedents and brand-purchase likelihood similar for global, local and glocal brands competing in the same category, or different for each type of brand? A gap in the literature has been identified regarding these questions and this research work aims to provide insights into these relationships. The first essay examines the antecedents of the brand purchase likelihood for local brands. The second essay examines how consumer perceptions of brand categorisation differ from the standard categorisations found in the literature, and the third essay examines how these antecedents positively influence the brand purchase likelihood of the different types of brands, and if there is a moderating role in these relationships. The findings of these three essays suggest the following: in study 1 of essay 1, three factors positively influence local food-brand purchase likelihood and also show that, for younger consumers, an additional factor is present. In study 2 of essay 1, five factors are positively related with local clothing-brand purchase likelihood. Essay 2 provides a categorisation of some leading brands sold in the Mexican market into global, local and glocal, based on consumer perspective. The findings suggest that there are relevant differences in the results of this categorisation of brands vs. the traditional objective approaches found in the literature. In essay 3 some antecedents are positively related with brand purchase likelihood, and, in addition, relevant to all brand categories. Our results suggest that the type of brand moderates some of these relationships. All these surveys were conducted among Mexican consumers and data analysed with statistical tests and Structural Equation Modelling (SEM). Our research work contributes to the current academic body of knowledge by highlighting the following areas:1, by combining theories from different streams to develop and test a comprehensive model of drivers of brand purchase likelihood. 2, by developing a typology to measure four types of brands by extending Steenkamp and De Jong’s theory to the branding context. 3, by hypothesising and testing the moderating role of brand type on the effects of these theoretically-grounded drivers of purchase likelihood. All of the above takes place within an emerging-market context. In addition, our research work contributes to the field of management by providing additional insight for brand-managers in emerging markets in the development of sustainable branding and marketing strategies, in order to help them succeed in a globally competitive environment.

Global brands are increasingly expanding their footprint to developing countries, due to the promising opportunities that these countries hold; and as such, consumers are faced with the decision between global and local brands. In South Africa too, there has been an influx of global brands, which has placed pressure on the local retail landscape. Therefore, the main objective of this study was to determine whether there is a difference in perception among millennial consumers in South Africa between a global and a local fashion retail brand. Millennials are considered to be individuals born between the early 1980s and late 1990s. To understand consumers’ decision making process between global and local brands, the signaling theory was applied. The signaling theory is typically used to describe behaviour when multiple parties have access to different information – in this case it relates to consumers having access to the different signals sent out by both global and local brands. In addition to the signaling theory, the brand-analysis model was employed to measure these perceptions relating to brand-specific associations (perceived quality and emotional value), general brand impression (brand awareness and brand image) and brand commitment (brand loyalty and purchase intention). Therefore, the objectives and hypotheses for this study were directly derived from each of the brand-analysis constructs mentioned above. It is understood that researchers have not used the signaling theory and brand analysis model together. This study also considers them independently, however the brand analysis constructs are used as signals between brands and consumers. Using the two retail brands, H&M (global) and Mr Price (local) as stimuli, the data were collected through an online questionnaire. A non-probability sampling technique was implemented, which achieved a total sample size of n=263. The target population consisted of millennial consumers in South Africa, due to the significant spending power of this cohort. The findings were three-fold. Firstly, the hypotheses tests indicated that there are differences in consumer perception relating to each of the brand-analysis constructs, with higher ratings towards the global brand for perceived quality, emotional value, brand image, brand loyalty, and purchase intention. Local brands, however, appear to enjoy higher levels of brand awareness. Secondly, in order to gain deeper insights into these perceptions, this study also compared the difference in perceptions among the demographic subgroups. In contrast to the overall preference for global brands, certain groups, such as those with lower income levels and lower levels of education, had higher ratings for the local brand in terms of perceived quality, emotional value, brand loyalty and purchase intention. Lastly, the strength of the relationships between constructs was measured; and this showed that, for both brands, positive relationships exist among all of the brand-analysis constructs – with varying strength levels. The academic contributions of this study are as follows: In general, brand management literature in developing countries has been neglected. Previous research has shown that there are differences in brand perception between consumers from developed and those from developing countries. This study therefore aimed to add to the literature, not only towards a typical developing country, but towards a hybrid country, namely South Africa. In addition, the brand-analysis model and the signaling theory used in this study, serve as a basis for future research aiming to evaluate consumer choice. Practical contributions include the following: The findings yielded significant insights into the aspects to be emphasised by global and local brands, in order to be successful in capturing and maintaining the desire of consumers to purchase and use their brands. Thus, the findings provide an understanding of the drivers of global and local brand purchases for marketing practitioners – to improve or adjust their marketing strategies. On the basis of these findings, local brands are advised to invest in expanding their presence in other countries, and to advertise this as a signal of quality. Another strategy for local brands is to emphasise their authenticity and pride in the local culture as a signal of a deep connectedness with the local market. Global brands on the other hand, are advised to advertise their worldwide availability and acceptance as a signal of quality and prestige, and to offer an opportunity for consumers to be part of the global-consumer culture.