How perceived brand globalness creates brand value
Steenkamp, Batra and Alden ask why some consumers prefer global brands to local ones, using consumer data from the United States and Korea. Perceived brand globalness was positively related to perceived brand quality and prestige, and through them to purchase likelihood. The effects were weaker among consumers higher in ethnocentrism. Journal of International Business Studies 34(1), 53-65, 2003.
Steenkamp, Batra and Alden ask why some consumers prefer global brands to local ones, using consumer data from the United States and Korea. Perceived brand globalness was positively related to perceived brand quality and prestige, and through them to purchase likelihood. The effects were weaker among consumers higher in ethnocentrism. Journal of International Business Studies 34(1), 53-65, 2003.
Written from the abstract from the RePEc record and bibliographic details from Crossref, 2026-11-03; full text not read.
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Steenkamp, J.-B. E. M., Batra, R., & Alden, D. L. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34(1), 53-65. doi:10.1057/palgrave.jibs.8400002 https://doi.org/10.1057/palgrave.jibs.8400002